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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भाषा अंग्रेज़ी ● स्वरूप PDF ● पेज 222 ● ISBN 9781317205937 ● संपादक Xi Chen & Zuohao Hu ● प्रकाशक Taylor and Francis ● प्रकाशित 2016 ● डाउनलोड करने योग्य 3 बार ● मुद्रा EUR ● आईडी 4957687 ● कॉपी सुरक्षा Adobe DRM
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