International Brand Management of Chinese Companies Case Studies on the Chinese Household Appliances and Consumer Electronics Industry Entering US and Western European Markets /

• Main Author: Bell, Sandra (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Heidelberg : Physica-Verlag HD, 2008.
• Series: Contributions to Economics,
• Subjects: Business.; Marketing.; Entrepreneurship.; Business and Management.

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 g...

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.