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Research Frontiers on the International Marketing Strategies of Chinese Brands.

Author: Zuohao Hu; Xi Chen; Zhilin Yang
Publisher: Milton : Taylor and Francis, 2016.
Series: China Perspectives.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Hu, Zuohao.
Research Frontiers on the International Marketing Strategies of Chinese Brands.
Milton : Taylor and Francis, ©2016
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Zuohao Hu; Xi Chen; Zhilin Yang
ISBN: 9781317205937 1317205936
OCLC Number: 956648655
Description: 1 online resource (222 pages).
Contents: Cover; Title; Copyright; Contents; Foreword; List of contributors; 1 Main topics and research framework of Chinese firms' international branding strategies; 1.1 Introduction; 1.2 Literature review on Chinese firms' international branding strategies; 1.3 Theoretical framework of Chinese firms' international branding strategies; 2 Development and main contents of international branding research; 2.1 Introduction; 2.2 Identification and positioning of international branding; 2.3 International brand marketing strategies. 2.4 Improving and maintaining brand power in the internationalization process2.5 Summary and suggestions for future research; 3 Two perspectives of international marketing: standardization versus adaptation; 3.1 Introduction; 3.2 The global standardization view; 3.3 Local adaptation view; 3.4 Conclusions and directions for future research; 4 Characteristics and formation mechanism of born-global firms; 4.1 Introduction; 4.2 The emergence of born-global firms; 4.3 Characteristics of born-global firms; 4.4 Formation mechanism of born-global firms. 4.5 Conclusions and directions for future research5 Price leadership or branding strategy for Chinese firms; 5.1 Introduction; 5.2 Theoretical framework and hypotheses; 5.3 Methodology; 5.4 Hypothesis tests and discussion; 5.5 Conclusions and directions for future research; 6 Chinese firms' export strategy: OBM or OEM?; 6.1 Introduction; 6.2 Literature review; 6.3 Hypotheses; 6.4 Research design; 6.5 Model results and hypothesis tests; 6.6 Conclusions and directions for future research; 7 Antecedents and consequences of distribution adaptation and price adaptation: a study of Chinese firms. 7.1 Introduction7.2 Conceptual model and hypotheses; 7.3 Methodology; 7.4 Hypothesis tests; 7.5 Conclusions and directions for future research; 8 The effect of overseas channel control on export performance; 8.1 Introduction; 8.2 Literature review and research hypotheses; 8.3 Methodology; 8.4 Hypothesis tests and discussion; 8.5 Conclusions and directions for future research; 9 Characteristics and driving forces of China's born-global firms: a multi-case study; 9.1 Introduction; 9.2 Literature review; 9.3 Methodology; 9.4 Case analysis; 9.5 Conclusions and directions for future research. 10 The internationalization of China's contracting and outsourcing firms: a multi-case study10.1 Introduction; 10.2 Literature review; 10.3 Analytical framework and methodology; 10.4 Cases study and analysis; 10.5 Conclusions; References; Index.
Series Title: China Perspectives.

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