Under the Chinese Government’s “Internet plus” – a quinquennial plan to encompass big data, cloud computing, and the Internet of Things (IoT) with a broad range of industries, electronic commerce platforms segmenting the B2B market jumped on the occasion to facilitate user firms’...

Brands can be one of a company's most valuable intangible assets and a lever to generate value. As a source of added value, a brand should be strategically built and managed. To fully take advantage of the benefits that the brand provides, it is necessary to propose a brand management strategy....