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 for internationalization strategy of Chinese brands and brand performance. It explores several key internationalization strategies e.g. standardization versus adaptation and OBM export versus OEM export. It examines the relationships between international marketing mix e.g. distribution channel and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.

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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