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Research Frontiers on the International Marketing Strategies of Chinese Brands (China Perspectives) (in English)
Zuohao Hu (Editor), Xi Chen (Editor), Zhilin Yang (Editor) (Author)
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Routledge
· Paperback
Research Frontiers on the International Marketing Strategies of Chinese Brands (China Perspectives) (in English) - Zuohao Hu (Editor), Xi Chen (Editor), Zhilin Yang (Editor)
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Synopsis "Research Frontiers on the International Marketing Strategies of Chinese Brands (China Perspectives) (in 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.
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All books in our catalog are Original.
The book is written in English.
The binding of this edition is Paperback.
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