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Books > Business & Economics > Business & management > International business
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Research Frontiers on the International Marketing Strategies of Chinese Brands (Hardcover)
Loot Price: R5,476
Discovery Miles 54 760
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Research Frontiers on the International Marketing Strategies of Chinese Brands (Hardcover)
Series: China Perspectives
Expected to ship within 10 - 15 working days
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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 e.g.
distribution channel and pricing strategies, and brand performance.
Through case studies the text also analyses the
internationalization of contract-based firms.
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