Research Frontiers on the International Marketing Strategies of Chinese Brands Hardback
Edited by Zuohao (School of Economics and Management, Tsinghua University) Hu, Xi (The Business School of the China University of Political Science and Law) Chen, Zhilin (Department of Marketing, City University of Hong Kong) Yang
Part of the China Perspectives series
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.
- Format: Hardback
- Pages: 208 pages, 7 Line drawings, black and white; 35 Illustrations, black and white
- Publisher: Taylor & Francis Ltd
- Publication Date: 17/08/2016
- Category: International business
- ISBN: 9781138671836