Research frontiers on the international marketing strategies of Chinese brands

edited by Zuohao Hu, Xi Chen, Zhilin Yang

1. Main topics and research framework of Chinese firms' international branding strategies / Zouhao Hu and Zhilin Yang -- 2. Development and main contents of international branding research / Xuenan Ju, Zuohao Hu and Zhilin Yang -- 3. Two perspectives of international marketing : standardization versus adaptation / Zuohao Hu -- 4. Characteristics and formation mechanism of born-global firms / Zuohao Hu and Xi Chen -- 5. Price leadership or branding strategy for Chinese firms / Xi Chen, ZuoHao Hu and Ping Zhao -- 6. Chinese frims' export strategy : OBM or OEM? / Zhonghe Han, Zuohao Hu and Lichao Zheng -- 7. Antecedents and consequences of distribution adaptation and price adaptation : a study of Chinese firms / Zuohao Hu, Fan Yi, Shunping Han and Zi Chen -- 8. The effect of overseas channel control on export performance / Zuohao Hu, Xi Chen and Ping Zhao -- 9. Characteristics and driving forces of China's born-global firms : a multi-case study / Xi Chen, Zuohao Hu and Ping Zhao -- 10. The internationalization of CHina's contracting and outsource firms : a multi-case study / Qingfei Xue.

MoreLess

Year of publication:	2017
Other Persons:	Chen, Xi (contributor) ; Hu, Zuohao (contributor) ; Yang, Zhilin (contributor)
Publisher:	London : Routledge,
Subject:	Markenführung \| Brand management \| Marketing \| China \| Produktmanagement \| Markenpolitik

Extent:	1 online resource
Series:	China perspectives series
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references (pages [190]-202) and index.
ISBN:	978-1-315-61676-6 ; 978-1-317-20591-3 ; 978-1-317-20592-0 ; 978-1-138-67183-6
Other identifiers:	10.4324/9781315616766 [DOI]
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10013181513