Abstract
“International economic development since the Second World War has been characterized by increasing international linkages and cross-border business activity of firms” (Backhaus, BÜschken,&Voeth, 2005, p. 3). This increased global activity of multinational corporations (MNCs) seems to be driven by a growing competition, which might originate from changes in consumer expectations, technological change, deregulation, and regional forces (Doole & Lowe, 2008).
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© 2013 Springer Fachmedien Wiesbaden
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Christiaans, L. (2013). Introduction. In: International Employer Brand Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-00456-9_1
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DOI: https://doi.org/10.1007/978-3-658-00456-9_1
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