rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: International Brand Management of Chinese Companies
    sub title: Case Studies on the Chinese Household Appliances and Consumer Electronics Industry Entering US and Western European Markets
  name:
    name part: Bell, Sandra.
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  origin info:
    place:
      place term: gw
    date issued: 2008
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: electronic
    form: electronic resource
    reformatting quality: access
    form: remote
    extent: X, 370 p. online resource.
  abstract: This book is a must read for all those interested in building successful global brands and for all those interested in China and Chinese companies - A strange combination? No. Based on extensive research and interviews with Lenovo, Haier, TCL, Hisense and key decision makers worldwide, Sandra Bell gives reasons and identifies a Chinese way of international brand management. She reveals: - Who are Chinese branded companies? Where are they coming from, where are they heading for? What are their strengths and weaknesses regarding branding, marketing and going global? - How does an appropriate brand strategy look like, when Chinese branded companies enter developed markets in the US and Western Europe? What can they learn from successful brands from Japan and Korea? - How have Lenovo, Haier, TCL and Hisense entered the US and Western European markets so far? To what extend have they followed the recommended brand approach. What did they decide differently and why? Read the book and discover yourself.
  table of contents: Theory of international brand management -- The who is who of Chinese branded companies -- Hypotheses – How to enter developed markets -- Empirical study -- The Chinese way of international brand management -- Summary and future research.
  note: by Sandra Bell.
  subject:
    topic: Business
  subject:
    topic: Marketing
  subject:
    topic: Entrepreneurship
  subject:
    topic: Business and Management
  subject:
    topic: Marketing
  subject:
    topic: Entrepreneurship
  classification: HF5410-5417.5
  classification: 658.8
  related item:
    title info:
      title: Springer eBooks
  related item:
    title info:
      title: Contributions to Economics
  identifier: 9783790820300
  identifier: http://dx.doi.org/10.1007/978-3-7908-2030-0
  record info:
    record creation date: 100301
    record change date: 20151204142034.0
    record identifier: 978-3-7908-2030-0