Research Frontiers on the International Marketing Strategies of Chinese Brands

by Xi Chen and Zhilin Yang

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"