Research Frontiers on the International Marketing Strategies of Chinese Brands (China Perspectives)
By: and and
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- Synopsis
- This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.
- Copyright:
- 2016
Book Details
- Book Quality:
- Publisher Quality
- Book Size:
- 208 Pages
- ISBN-13:
- 9781317205920
- Related ISBNs:
- 9780367516666, 9781315616766, 9781138671836
- Publisher:
- Taylor and Francis
- Date of Addition:
- 05/11/23
- Copyrighted By:
- Zuohao Hu, Xi Chen, Zhilin Yang
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
- Edited by:
- Zuohao Hu
- Edited by:
- Xi Chen
- Edited by:
- Zhilin Yang
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