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 Challenges to International Business

​The panel session “Challenges to International Business” aims at identifying challenges facing international business and international entrepreneurship in the era of globalization, digitalisation, social networks development and Industry 4.0. and the influence of these drivers on the internationalization, international marketing and international branding of firms from both developed and emerging markets.
The purpose of the panel session is to present and discuss current developments within the international business and entrepreneurship framework and especially:
  • institutional barriers of transnational digital business and marketing, motives for application the digital marketing tools in communication with foreign customers, and digital marketing strategies addressed to foreign audience,
  • practicing value co-creation with international (global) consumers,
  • challenges facing companies and brands from emerging markets entering foreign markets, including country of origin effect and consumer ethnocentrism,
  • success factors of SME internationalization,
  • marketing and born global internationalization of SMEs,
  • global corporate social responsibility,
  • women in international entrepreneurship,
  • achieving competitive advantage through innovations.