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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Limba Engleză ● Format EPUB ● Pagini 222 ● ISBN 9781317205920 ● Editor Xi Chen & Zuohao Hu ● Editura Taylor and Francis ● Publicat 2016 ● Descărcabil 3 ori ● Valută EUR ● ID 4957686 ● Protecție împotriva copiilor Adobe DRM
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