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Research Frontiers on the International Marketing Strategies of Chinese Brands
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Product Description: 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...read more
By Zhilin Yang
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Hardcover:

9781138671836 | Routledge, August 24, 2016, cover price $160.00 | About this edition: This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance.

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