Research Frontiers on the International Marketing Strategies of Chinese Brands
by Zuohao Hu
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 This Book
Research Frontiers on the International Marketing Strategies of Chinese Brands is a business book by Zuohao Hu, first published in 2016 by Routledge. It runs 217 pages.
At a glance
- Genre
- Business
- Published
- 2016
- Length
- 217 pages
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Publication Details
- Publisher
- Routledge
- Published
- 2016
- Length
- 217 pages
- Language
- English
- ISBN-13
- 9781317205920
- ISBN-10
- 1317205928
- ASIN
- 1317205928
Research Frontiers on the International Marketing Strategies of Chinese Brands: quick answers
- Who wrote Research Frontiers on the International Marketing Strategies of Chinese Brands?
- Research Frontiers on the International Marketing Strategies of Chinese Brands was written by Zuohao Hu.
- When was Research Frontiers on the International Marketing Strategies of Chinese Brands published?
- Research Frontiers on the International Marketing Strategies of Chinese Brands was first published in 2016 by Routledge.
- What genre is Research Frontiers on the International Marketing Strategies of Chinese Brands?
- Research Frontiers on the International Marketing Strategies of Chinese Brands is a business book.
- How many pages is Research Frontiers on the International Marketing Strategies of Chinese Brands?
- Research Frontiers on the International Marketing Strategies of Chinese Brands is 217 pages long.
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