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Research frontiers on the international marketing strategies of Chinese brands

by Zuohao Hu | 17 August 2016
Category: Reference
Synopsis
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.
€196.00
588 Reward Points
Currently out of stock
Delivery in 5-7 Days (Delivery may be delayed during Christmas season)
Eligible for free delivery

Any purchases for more than €10 are eligible for free delivery anywhere in the UK or Ireland!

Synopsis
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.
€196.00
588 Reward Points
Currently out of stock
Delivery in 5-7 Days (Delivery may be delayed during Christmas season)
Eligible for free delivery

Any purchases for more than €10 are eligible for free delivery anywhere in the UK or Ireland!


Product Details

ISBN - 9781138671836
Format -
Publisher -
Published - 17/08/2016
Categories - All, Books, Business Computers, Finance, Economics, All, Books, Business Computers, Business, Reference
No. of Pages - 222
Weight - 486
Edition -
Series - - Not Available
Page Size - 24
Language - en-US
Readership Age - Not Available
Table of Contents - Not Available

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