Research Frontiers on the International Marketing Strategies of Chinese Brands

1st Edition

Zuohao Hu, Xi Chen, Zhilin Yang

Routledge
May 1, 2020 Forthcoming
Reference - 208 Pages - 35 B/W Illustrations
ISBN 9780367516666 - CAT# 378904
Series: China Perspectives

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Summary

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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