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

• Κύριος συγγραφέας: Bell, Sandra (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Heidelberg : Physica-Verlag HD, 2008.
• Σειρά: Contributions to Economics,
• Θέματα: 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...

Πίνακας περιεχομένων:

• 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.