| Description |
1 online resource (222 pages) |
| Series |
China Perspectives |
|
China perspectives series.
|
| 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 |
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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 |
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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 |
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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 |
| Notes |
Print version record |
| Form |
Electronic book
|
| Author |
Chen, Xi
|
|
Yang, Zhilin
|
| ISBN |
9781317205937 |
|
1317205936 |
|
