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

More books from Taylor and Francis

Cover of the book The Voyage of Sir Robert Dudley, afterwards styled Earl of Warwick and Leicester and Duke of Northumberland, to the West Indies, 1594-1595 by
Cover of the book Evangelicalism by
Cover of the book Marine Biodiversity, Climatic Variability and Global Change by
Cover of the book Rules, Magic and Instrumental Reason by
Cover of the book Punk Rock Warlord: the Life and Work of Joe Strummer by
Cover of the book European Values by
Cover of the book The Philosophy of Peirce by
Cover of the book Property Regimes in Transition, Land Reform, Food Security and Economic Development: A Case Study in the Kyrguz Republic by
Cover of the book International Intervention and State-making by
Cover of the book EU Environmental Policies in Subnational Regions by
Cover of the book Keeping the Leadership in Instructional Leadership by
Cover of the book Fear, Exclusion and Revolution by
Cover of the book Armenians And The Iranian Constitutional Revolution Of 1905-1911 by
Cover of the book Data Mining and Market Intelligence for Optimal Marketing Returns by
Cover of the book The Politics of Agriculture in Japan by
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy