Research Frontiers on the International Marketing Strategies of Chinese Brands

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Zuohao Hu Xi Chen (The Business School of the China University of Political Science and Law)

Research Frontiers on the International Marketing Strategies of Chinese Brands

Zuohao Hu, Xi Chen (The Business School of the China University of Political Science and Law), Zhilin Yang

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English

Routledge
28 April 2020

International business; Sales & marketing

Series: China Perspectives

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.

Edited by: Zuohao Hu, Xi Chen (The Business School of the China University of Political Science and Law), Zhilin Yang
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 453g
ISBN: 9780367516666
ISBN 10: 0367516667
Series: China Perspectives
Pages: 208
Publication Date: 28 April 2020
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Zuohao Hu, Ph.D, Kyoto University, is professor of Marketing at School of Economics and Management of Tsinghua University. His research interests are Marketing Strategy, International Marketing, Channel Management and Brand Strategy. Chen Xi, Ph.D, Tsinghua University, is associate professor of Marketing at the Business School of the China University of Political Science and Law. Her expertise is in consumer behaviour, international marketing, real estate marketing, and branding strategies. Zhilin Yang is professor of Marketing at City University of Hong Kong. His expertise is on international marketing strategy.