Zuohao Hu - Böcker
Visar alla böcker från författaren Zuohao Hu. Handla med fri frakt och snabb leverans.
2 produkter
2 produkter
Research Frontiers on the International Marketing Strategies of Chinese Brands
Häftad, Engelska, 2020
635 kr
Skickas inom 10-15 vardagar
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.
Research Frontiers on the International Marketing Strategies of Chinese Brands
Inbunden, Engelska, 2016
2 772 kr
Skickas inom 10-15 vardagar
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.