Research Frontiers on the International Marketing Strategies of Chinese Brands

Zhilin Yang editor Xi Chen editor Zuohao Hu editor

Format:Paperback

Publisher:Taylor & Francis Ltd

Published:28th Apr '20

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Research Frontiers on the International Marketing Strategies of Chinese Brands cover

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.

ISBN: 9780367516666

Dimensions: unknown

Weight: 453g

208 pages