Research Frontiers on the International Marketing Strategies of Chinese Brands - China Perspectives (Hardback)
  • Research Frontiers on the International Marketing Strategies of Chinese Brands - China Perspectives (Hardback)
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Research Frontiers on the International Marketing Strategies of Chinese Brands - China Perspectives (Hardback)

(editor), (editor), (editor)
£145.00
Hardback 208 Pages / Published: 17/08/2016
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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.

Publisher: Taylor & Francis Ltd
ISBN: 9781138671836
Number of pages: 208
Weight: 454 g
Dimensions: 235 x 159 mm

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