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portada Research Frontiers on the International Marketing Strategies of Chinese Brands
Type
Physical Book
Publisher
Author
Language
English
Pages
222
Format
Hardcover
Dimensions
23.4x15.7x1.8 cm
Weight
0.45 kg.
ISBN13
9781138671836
Categories

Research Frontiers on the International Marketing Strategies of Chinese Brands

Hu, Zuohao ; Chen, Xi ; Yang, Zhilin (Author) · Routledge · Hardcover

Research Frontiers on the International Marketing Strategies of Chinese Brands - Hu, Zuohao ; Chen, XI ; Yang, Zhilin

New Book Imported to South Africa
Delivery: 15 Oct - 23 Oct Shipping: 5 to 6 business days.
R 4,869
R 4,869

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Synopsis "Research Frontiers on the International Marketing Strategies of Chinese Brands"

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.

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