Research Frontiers on the International Marketing Strategies of Chinese Brands

by Xi Chen and Zhilin Yang

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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...

Format:Paperback

Language:English

ISBN:0367516667

ISBN13:9780367516666

Release Date:April 2020

Publisher:Routledge

Length:208 Pages

Weight:0.70 lbs.

Dimensions:0.5" x 6.1" x 9.2"

Related Subjects

Business Business & Investing Economics

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Research Frontiers on the International Marketing Strategies of Chinese Brands

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