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Research Frontiers on the International Marketing Strategies of Chinese Brands (Paperback): Zuohao Hu, XI Chen, Zhilin Yang Research Frontiers on the International Marketing Strategies of Chinese Brands (Paperback)
Zuohao Hu, XI Chen, Zhilin Yang
R1,293 Discovery Miles 12 930 Ships in 12 - 17 working days

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.

Research Frontiers on the International Marketing Strategies of Chinese Brands (Hardcover): Zuohao Hu, XI Chen, Zhilin Yang Research Frontiers on the International Marketing Strategies of Chinese Brands (Hardcover)
Zuohao Hu, XI Chen, Zhilin Yang
R5,480 Discovery Miles 54 800 Ships in 12 - 17 working days

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.

Measuring E-Service Quality and Its Linkage to Customer Loyalty (Paperback): Zhilin Yang Measuring E-Service Quality and Its Linkage to Customer Loyalty (Paperback)
Zhilin Yang
R1,779 Discovery Miles 17 790 Ships in 10 - 15 working days

Service quality is one of the key factors in determining the success or failure of Internet Commerce. To develop a reliable and valid measurement of Internet-based service quality (e- service quality), a broad conceptual framework was established. This framework integrates several conceptual models in the areas of management information systems, technology adoption, and self- service technology into e-service marketing. This study further assesses customer loyalty by embracing e-service quality dimensions, along with perceived produce/service value, as the determinants of customer loyalty. Based an ethnographic content analysis of 848 effective customer reviews of Internet banking services and a web-based survey study of 235 Internet customers, we develop the "five e-service quality dimension" model which provides researchers with a theoretical framework to measure service quality in Internet commerce. Managers can use this framework and the customer loyalty model presented in this dissertation to improve service performance and, hence, retain online customers.

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