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
Currently unavailable, and unfortunately no date known when it will be back
This paperback is available in another edition too:
- Hardback£180.00(9781138671836)
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