Research Frontiers on the International Marketing Strategies of Chinese Brands (China Perspectives) - Image 1

£198.24

Routledge Research Frontiers on the International Marketing Strategies of Chinese Brands (China Perspectives)

Name: Research Frontiers on the International Marketing Strategies of Chinese Brands (China Perspectives)
Brand: Routledge
Price: 198.24 GBP
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Description

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.

Product Specifications

Brand: Routledge
Format: hardcover
ASIN: 1138671835
Category: Books > Subjects > Business, Finance & Law > Accounting > International
Domain: Amazon UK
Release Date: 29 July 2016
Listed Since: 11 January 2016

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Routledge Research Frontiers on the International Marketing Strategies of Chinese Brands (China Perspectives)

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