Village Books & Paper Dreams - Fairhaven
Mon-Sat: 9am-8pm
Sun: 10am-8pm
masks required
 
Village Books - Lynden
Mon-Sat: 10am-6pm
Sun: 12-4pm
masks required

Research Frontiers on the International Marketing Strategies of Chinese Brands (China Perspectives) (Paperback)

Research Frontiers on the International Marketing Strategies of Chinese Brands (China Perspectives) Cover Image
By Zuohao Hu (Editor), XI Chen (Editor), Zhilin Yang (Editor)
$48.95
Email or call for price.

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 the Author


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.


Product Details
ISBN: 9780367516666
ISBN-10: 0367516667
Publisher: Routledge
Publication Date: April 28th, 2020
Pages: 208
Language: English
Series: China Perspectives