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  • Research Frontiers on the International Marketing Strategies of Chinese Brands

    Edited by Zuohao Hu, Xi Chen, Zhilin Yang ...
    Series 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 ... Read more

    $62.99 USD