Description
Book SynopsisThis 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 examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.
Table of ContentsChapter 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.
