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Research frontiers on the international marketing strategies of Chinese brands

By: Hu, Zuohao, 1964-
Material type: BookSeries: China perspectives series.Publisher: London : Routledge, c2017.Description: xiii, 207 p. : ill. ; 24 cm.ISBN: 9781138671836 Subject(s): Marketing -- China | Product management -- China | Branding (Marketing) -- ChinaDDC classification: 658.840951 HU RE
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Item type Home library Call number Status Notes Date due Barcode Item holds
REGULAR University of Wollongong in Dubai
Main Collection
658.840951 HU RE (Browse shelf) Available June2019 T0062458
Total holds: 0

Includes bibliographical references (pages 190-202) and index.

• 1. Main topics and research framework of Chinese firms' international branding strategies / Zouhao Hu and Zhilin Yang
• 2. Development and main contents of international branding research / Xuenan Ju, Zuohao Hu and Zhilin Yang
• 3. Two perspectives of international marketing : standardization versus adaptation / Zuohao Hu
• 4. Characteristics and formation mechanism of born-global firms / Zuohao Hu and Xi Chen
• 5. Price leadership or branding strategy for Chinese firms / Xi Chen, ZuoHao Hu and Ping Zhao
• 6. Chinese frims' export strategy : OBM or OEM? / Zhonghe Han, Zuohao Hu and Lichao Zheng
• 7. Antecedents and consequences of distribution adaptation and price adaptation : a study of Chinese firms / Zuohao Hu, Fan Yi, Shunping Han and Zi Chen
• 8. The effect of overseas channel control on export performance / Zuohao Hu, Xi Chen and Ping Zhao
• 9. Characteristics and driving forces of China's born-global firms : a multi-case study / Xi Chen, Zuohao Hu and Ping Zhao
• 10. The internationalization of CHina's contracting and outsource firms : a multi-case study / Qingfei Xue.

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