Research Frontiers on the International Marketing Strategies of Chinese Brands

Research output: Scholarly Books, Monographs, Reports and Case Studies › RGC 14 - Edited book (Editor)

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Detail(s)

Original languageEnglish
PublisherTaylor & Francis Group
ISBN (electronic)9781315616766
ISBN (print)9781317205937, 9780367516666, 9781138671836
Publication statusPublished - 2017

Publication series

NameChina Perspectives Series

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DOI

DOI
Check@CityULib
Link to Scopus https://www.scopus.com/record/display.uri?eid=2-s2.0-85160791943&origin=recordpage
Permanent Link https://scholars.cityu.edu.hk/en/publications/publication(2b4e9da1-c721-4839-9024-ac62e4be1cb9).html

Abstract

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 options – e.g., distribution channel and pricing strategies – and brand performance. Through case studies the text also analyzes the internationalization of contractbased firms. © 2017 selection and editorial matter, Zuohao Hu, Xi Chen, Zhilin Yang; individual chapters, the contributors.

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Chinese Brands Keyphrases
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Brand Performance Keyphrases
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International Marke... Keyphrases
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Chinese Social Sciences
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Research Social Sciences
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Boundaries Social Sciences
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Internationalizatio... Social Sciences
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Marketing Strategy Social Sciences
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performance INIS
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china INIS
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Citation Format(s)

[ RIS ] [ BibTeX ]
Research Frontiers on the International Marketing Strategies of Chinese Brands. / Hu, Zuohao (Editor); Chen, Xi (Editor); Yang, Zhilin (Editor).
Taylor & Francis Group, 2017. (China Perspectives Series).

Research output: Scholarly Books, Monographs, Reports and Case Studies › RGC 14 - Edited book (Editor)