bokomslag Research Frontiers on the International Marketing Strategies of Chinese Brands
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Research Frontiers on the International Marketing Strategies of Chinese Brands

Zuohao Hu Xi Chen Zhilin Yang

Pocket

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Andra format:

  • 208 sidor
  • 2020
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.
  • Författare: Zuohao Hu, Xi Chen, Zhilin Yang
  • Format: Pocket/Paperback
  • ISBN: 9780367516666
  • Språk: Engelska
  • Antal sidor: 208
  • Utgivningsdatum: 2020-04-28
  • Förlag: Routledge