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Research Frontiers on the International Marketing Strategies of Chinese Brands
Research Frontiers on the International Marketing Strategies of Chinese Brands
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Research Frontiers on the International Marketing Strategies of Chinese Brands

Zuohao Hu, Xi Chen, Zhilin Yang
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pages
208 pages
language
English
format
ePUB (mobile friendly)
Unavailable in your region

Research Frontiers on the International Marketing Strategies of Chinese Brands

Zuohao Hu, Xi Chen, Zhilin Yang
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About This Book

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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Information

Publisher
Taylor and Francis
Year
2016
ISBN
9781317205920
Topic
Business
Subtopic
Business General
Edition
1

Table of contents