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Research Frontiers on the International Marketing Strategies of Chinese Brands
Engelsk
Bogcover for Research Frontiers on the International Marketing Strategies of Chinese Brands af , 9780367516666
Specifikationer
Sprog:
Engelsk
Sider:
208
ISBN-13:
9780367516666
Indbinding:
Paperback
ISBN-10:
0367516667
Udg. Dato:
28 apr 2020
Størrelse i cm:
23,4 x 15,6
Oplagsdato:
28 apr 2020

Research Frontiers on the International Marketing Strategies of Chinese Brands

Engelsk
Paperback 2020
Format:

Bog beskrivelse

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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Specifikationer
Sprog:
Engelsk
Sider:
208
ISBN-13:
9780367516666
Indbinding:
Paperback
ISBN-10:
0367516667
Udg. Dato:
28 apr 2020
Størrelse i cm:
23,4 x 15,6
Oplagsdato:
28 apr 2020
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