Research Frontiers on the International Marketing Strategies of Chinese Brands

Business & Finance, Marketing & Sales
Cover of the book Research Frontiers on the International Marketing Strategies of Chinese Brands by , Taylor and Francis
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Author: ISBN: 9781317205920
Publisher: Taylor and Francis Publication: August 5, 2016
Imprint: Routledge Language: English
Author:
ISBN: 9781317205920
Publisher: Taylor and Francis
Publication: August 5, 2016
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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