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Research Frontiers on the International Marketing Strategies of Chinese Brands

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brand management theory
Brand Strategies
Branding Strategy
Category=KC
Category=KJ
Category=KJK
Category=KJS
Chinese Brands
Chinese Export Manufacturers
Chinese firm globalisation case studies
Chinese Firms
Chinese Manufacturing Exporters
Consumer Culture Positioning
country-of-origin effects
Distribution Adaptation
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Export Marketing Strategies
Export Performance
export performance analysis
Firm's Export Performance
Firm's Learning Capability
Firm’s Export Performance
Firm’s Learning Capability
High Technology Intensity
Innovative Culture
International Branding Strategy
international business strategy
International Marketing
International Marketing Capability
International Marketing Standardization
International Marketing Strategy
marketing mix adaptation
OBM
OEM
organisational determinants
Organizational Learning Capabilities
Overseas Distributors
Pharma Tech
Price Adaptation
Psychic Distance
Significant Positive Influence
Target Market Selection
Turnkey Projects
Unilateral Governance

Product details

  • ISBN 9780367516666
  • Weight: 453g
  • Dimensions: 156 x 234mm
  • Publication Date: 28 Apr 2020
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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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.
About

Zuohao Hu, Ph.D, Kyoto University, is professor of Marketing at School of Economics and Management of Tsinghua University. His research interests are Marketing Strategy, International Marketing, Channel Management and Brand Strategy.

Chen Xi, Ph.D, Tsinghua University, is associate professor of Marketing at the Business School of the China University of Political Science and Law. Her expertise is in consumer behaviour, international marketing, real estate marketing, and branding strategies.

Zhilin Yang is professor of Marketing at City University of Hong Kong. His expertise is on international marketing strategy.