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Paperback Research Frontiers on the International Marketing Strategies of Chinese Brands Book
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ISBN: 0367516667

ISBN13: 9780367516666

Research Frontiers on the International Marketing Strategies of Chinese Brands

by and
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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...

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Format: Paperback

Condition: New

$59.78
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Business Business & Investing Economics

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