"Brand China" and the internationalization of Chinese companies

Barreau, Susy

"Brand China" as a support for Chinese companies in their attempt to build sustainable internationalization strategies

49,00 €

ISBN: 9783844332469

Breite: 15 cm

Höhe: 22 cm

Gewicht: 143 g

Produktinformationen ""Brand China" and the internationalization of Chinese companies"

In the present context of increased competition on the Chinese market and after many quality and health scandals caused by Chinese products on the global market, this paper aims at examining the possible interactions between ¿Brand Chinä and the Chinese companies in their effort to ¿go global¿. In this objective it first explains how ¿Brand Chinä could ideally be implemented using the framework of the Corporate Branding model created by M. Schultz. It then looks at the obstacles encountered by Chinese Corporate Brands in their implementation in the Chinese context and determine what the effects of a consciously implemented ¿Brand Chinä would be on these obstacles. Using the Country-Of-Origin effect theory, it finally examines the interactions between ¿Brand Chinä and Chinese exports in foreign countries. Taking this and the present situation of Chinese Corporate Brands on the international market into account, it sets some priorities for the implementation of ¿Brand Chinä and for the implementation of Corporate Branding strategies in Chinese companies willing to implement sustainable internationalization strategies.

Eigenschaften ""Brand China" and the internationalization of Chinese companies"

Format:	Taschenbuch / Softcover
Thema/BIC:	Internationale Wirtschaft, Internationale Wirtschaft, Internationales Management
Verlag:	LAP Lambert Academic Publishing

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