Overview
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.
- | Author: Zuohao Hu, Xi Chen, Zhilin Yang
- | Publisher: Routledge
- | Publication Date: Apr 28, 2020
- | Number of Pages: 208 pages
- | Language: English
- | Binding: Paperback
- | ISBN-10: 0367516667
- | ISBN-13: 9780367516666
