Research Frontiers on the International Marketing Strategies of Chinese Brands

Research Frontiers on the International Marketing Strategies of Chinese Brands
By:

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 Zuohao Hu, Xi Chen, Zhilin Yang

Book Details

Book Quality:
ISBN-13:
9781317205920
Publisher:
Taylor and Francis
Date of Addition:
Language:
English
Categories:
Business and Finance, Nonfiction,
Usage Restrictions:
This is a copyrighted book.