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Contributions to Economics

International Brand Management of Chinese Companies

Case Studies on the Chinese Household Appliances and Consumer Electronics Industry Entering US and Western European Markets

Authors: Bell, Sandra

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About this book

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 (7 chapters)

Table of contents (7 chapters)

Buy this book

eBook $169.00
price for USA in USD (gross)
  • ISBN 978-3-7908-2030-0
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $219.99
price for USA in USD
  • ISBN 978-3-7908-2029-4
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
Softcover $219.99
price for USA in USD
  • ISBN 978-3-7908-2549-7
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
International Brand Management of Chinese Companies
Book Subtitle
Case Studies on the Chinese Household Appliances and Consumer Electronics Industry Entering US and Western European Markets
Authors
Series Title
Contributions to Economics
Copyright
2008
Publisher
Physica-Verlag Heidelberg
Copyright Holder
Physica-Verlag Heidelberg
eBook ISBN
978-3-7908-2030-0
DOI
10.1007/978-3-7908-2030-0
Hardcover ISBN
978-3-7908-2029-4
Softcover ISBN
978-3-7908-2549-7
Series ISSN
1431-1933
Edition Number
1
Number of Pages
X, 370
Topics

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