Research Frontiers on the International Marketing Strategies of Chinese Brands

Herausgeber: Hu, Zuohao; Yang, Zhilin; Chen, Xi

• Broschiertes Buch

Produktbeschreibung

This book proposes a theoretical framework for internationalization strategy of Chinese brands and brand performance. It explores several key internationalization strategies e.g. standardization versus adaptation and OBM export versus OEM export. It examines the relationships between international marketing mix e.g. distribution channel and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.

Produktdetails

• Verlag: CRC Press
• Seitenzahl: 208
• Erscheinungstermin: 28. April 2020
• Englisch
• Abmessung: 234mm x 156mm x 12mm
• Gewicht: 318g
• ISBN-13: 9780367516666
• ISBN-10: 0367516667
• Artikelnr.: 69893338

Autorenporträt

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.

Inhaltsangabe

Chapter 1 Main Topics and Research Framework of Chinese Firms'
International Branding Strategies Introduction 1.2 Literature Review on
Chinese Firms International Branding Strategies 1.2.1 Research on the
Selection Modes of International Branding Strategy 1.2.2 Research on Key
Determinants of International Branding Strategy Choice and Its Relationship
to Performance 1.2.3 Case Studies of Internationally Established Brands 1.3
Theoretical Framework of Chinese Firms's International Branding Strategies
1.3.1 International Branding Strategies 1.3.2 Relationship between External
Environmental Determinants and International Branding Strategy Choice 1.3.3
Relationship between Internal Organizational Determinants and International
Branding Strategy Choice 1.3.4 Relationship between International Branding
Strategy Choice and Export Performance Chapter 2 Development and Main
Contents of International Branding Research 2.1 Introduction 2.1.1
International Branding in Practice 2.1.2 Academics-oriented International
Branding 2.2 Identification and Positioning of International Branding 2.2.1
Consumers' Attitude and Preference towards International Brands 2.2.2
Differences of Brand Image: International Brands vs. Local Brands 2.2.3
Standardization/Adaptation of International Branding 2.3 International
Brand Marketing Strategies 2.3.1 Entry Strategies of International Brands
2.3.2 Brand Alliance in the Context of Globalization 2.3.3 Where Are You
From? The Country-Of-Origin Effects in International Branding 2.4 Improving
and Maintaining Brand Power in the Internationalization Process 2.4.1
Maintaining Brand Vitality in International Competition: Brand Research and
Development 2.4.2 Brand Extension in International Market 2.4.3. Enhancing
International-Market-Based Customer Brand Equity 2.5 Summary and
Suggestions for Future Research Chapter 3 Two Perspectives of International
Marketing: Standardization versus Adaptation 3.1 Introduction 3.2 The
Global Standardization View 3.2.1 Supporting Arguments for International
Marketing Standardization 3.2.2 Research Scope of Global Standardization
3.2.3 Theoretical Bases and Assumptions of Standardization 3.3 Local
Adaptation View 3.3.1 Supporting Arguments for International Marketing
Adaptation 3.3.2 Relevant Research on Marketing Program and Marketing
Decision-Making Process Adaptation 3.3.3 Theoretical Bases and Assumptions
of Adaptation 3.4 Conclusions and Directions for Future Research 3.4.1
Conclusions 3.4.2 Directions for Future Research Chapter 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 4.5 Conclusions and Directions for
Future Research Chapter 5 Price Leadership or Branding Strategy for Chinese
Firms 5.1 Introduction 5.2 Theoretical Framework and Hypotheses 5.3
Methodology 5.3.1 Instrument Design 5.3.2 Sample 5.3.3 Reliability and
Validity Analysis 5.4 Hypothesis Tests and Discussion 5.5 Conclusions and
Directions for Future Research 5.5.1 Contributions 5.5.2 Limitations and
Directions for Future Research Chapter 6 Chinese Firms' Export Strategy:
OBM or OEM? 6.1 Introduction 6.2 Literature Review 6.2.1 Determinants of
Export Performance 6.2.2 The Relationship between Branding Strategy and
Firm Performance 6.2.3 Determinants of Branding Strategies 6.2.4 The
Relationship between OBM and OEM 6.3 Hypotheses 6.3.1 International
Marketing Capability 6.3.2 Target Market Selection 6.3.3 Characteristics of
Export Market 6.3.4 Industrial Characteristics 6.3.5 Branding Strategies
6.3.6 Export Performance Satisfaction 6.4 Research Design 6.4.1 Data
Collection and Sample Distribution 6.4.2 Questionnaire Design 6.4.3
Reliability and Validity Tests 6.5 Model Results and Hypothesis Tests 6.5.1
Model Results 6.5.2 Hypothesis Tests 6.6 Conclusions and Directions for
Future Research 6.6.1 Conclusions 6.6.2 Limitations and Directions for
Future Research Chapter 7 Antecedents and Consequences of Distribution
Adaptation and Price Adaptation: A Study of Chinese Firms 7.1 Introduction
7. Conceptual Model and Hypotheses 7.2.1 Theoretical Framework 7.2.2
Hypotheses 7.3 Methodology 7.3.1 Questionnaire Design 7.3.2 Sample
Description 7.3.3 Reliability and Validity Analysis 7.4 Hypothesis Tests
7.4.1 Testing Hypotheses 7.4.2 Results and Analysis 7.5 Conclusions and
Directions for Future Research 7.5.1 Conclusions 7.5.2 Limitations and
Directions for Future Research Chapter 8 The Effect of Oversea Channel
Control on Export Performance 8.1 Introduction 8.2 Literature Review and
Research Hypotheses 8.2.1 Relationships between Process Control, Outcome
Control and Export Performance. 8.2.2 Relationship between Flexibility and
Export Performance 8.2.3 Moderation Effect of Organizational Innovation
Culture 8.3 Methodology 8.3.1 Questionnaire Design 8.3.2 Sample Description
8.3.3 Reliability and Validity Tests 8.4 Hypothesis Tests and Discussion
8.4.1 Model Estimation 8.4.2 Results and Discussion 8.5 Conclusions and
Directions for Future Research 8.5.1 Conclusions 8.5.2 Limitations and
Directions for Future Research Chapter 9 Characteristics and Driving Forces
of China's Born-Global Firms--A Multiple-Case Study 9.1 Introduction 9.2
Literature Review 9.3 Methodology 9.3.1 Case Study Method 9.3.2 Descriptive
Information about Cases 9.4 Case Analysis 9.4.1 Defining Born-Global Firms
9.4.2 Firms' Classification: A Two by Two Attribute Matrix 9.4.3 Driving
Forces for the Formation of Born-Global Firms 9.4.4 Case Studies on the
Driving Forces for the Formation of Born-Global Firms 9.5 Conclusions and
Directions for Future Research 9.5.1 Conclusions 9.5.2 Limitations and
Directions for Future Research Chapter 10 The Internationalization of
China's Contracting and Outsourcing Firms: A Multiple-Case Study 10.1
Introduction 10.2 Literature Review 10.2.1 An Overview of Contract-Based
Internationalization 10.2.2 Review of Classic Theories about Firms'
International Market Entry Modes 10.2.3 Internationalization Theories of
Late-Mover Countries 10.3 Analytical Framework and Methodology 10.3.1
Analysis Structure 10.3.2 Methodology 10.4 Cases Study and Analysis 10.4.1
CNBM Hefei Research and Design Institute 10.4.2 China Tianchen Engineering
Corporation 10.4.3 Wuxi Pharma Tech 10.4.4 Liaoning Fuman Limited 10.4.5
Joinn Laboratories Inc. 10.5 Conclusions