Strategic Orientations and Innovativeness of Multinational Corporations: A Multilevel Investigation of Consumer Perceptions and Behavioral Intentions
暫譯: 跨國公司的策略取向與創新能力：消費者認知與行為意圖的多層次研究

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.