... information, manage transactions and fulfill orders without regard to market adaptation capabilities. Research limitations/implications Qualitative methodology was applied, limiting the generalization of the findings. The authors also emphasized the initial stages of internationalization without...

..., policies and the brand itself are examples of signals which can influence a customer’s pre-purchase decision either positively or negatively. © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Global brands Internationalization Emerging markets English...