Multinational corporations (MNCs) face significant challenges in a dynamic global business environment. In times of economic hardship and increased competition, innovativeness and the demonstration of key abilities are essential to the success and resilience of MNCs.

In her research, Nele Jacobs adopts a theory-based approach to examine the interplay between a firm's perceived strategic orientations, innovativeness, special corporate abilities, and consumer responses in an international context. Furthermore, Jacobs provides valuable insights into the differences in consumer cognition and behavior caused by critical country-level boundary conditions.

Autorentext

Nele Jacobs was a research assistant and doctoral candidate at the Chair of Marketing and Retailing at Trier University.

Inhalt

Introduction.- Study 1: The Role of National Institutions in the Effects of Consumers' Perceived Customer Orientation and Firm Innovativeness.- Study 2: Effects of National Institutions on Corporate Brand Ability Associations during the Pandemic.- Study 3: How Perceived Stakeholder Orientations Affect Consumers' Perceived Firm Innovativeness Across Nations.- Final Remarks.- References.