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International Brand Management of Chinese Companies

Part of the Contributions to Economics Book Series

DOI: 10.1007/978-3-7908-2030-0

ISBN: 978-3-7908-2029-4

Publisher: Physica-Verlag HD - Springer Journals

Jan 1, 2008

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Chapter 1Introduction

Pages: 1 –22

[the world. The gross domestic product (GDP) increased on average 8.4% between 1984 and 2005 (EIU 2006). This is faster than the US and Japan grew during their early stages of economic development, and China’s rapid growth is projected to continue through the next decade and beyond (Xinhua...
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Chapter 2Theory of international brand management

Pages: 23 –70

[The overall focus of the study is to investigate selected Chinese branded companies of the household appliances and consumer electronics industry. It is the aim to describe and identify their way of international brand management when they enter developed markets in the US and Western Europe....
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Chapter 3The who is who of Chinese branded companies

Pages: 71 –127

[As the last chapter shows, there are theoretically many different options when a company goes international with respect to brand management decisions. Some of these options require certain market conditions; others require certain corporate experiences of the internationalising firm. Which of...
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Chapter 4Hypotheses – How to enter developed markets

Pages: 129 –142

[The last chapter introduced Chinese branded companies and their overall strengths and weaknesses with respect to domestic brand management and international market experience. Along the theoretical brand options as presented in chapter 2, the rationale of this chapter now is to hypothesise a...
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Chapter 5Empirical study

Pages: 143 –267

[After an appropriate global brand approach for Chinese branded companies entering US and WE markets have been hypothesised in the last chapter, the approach is now going to be tested by real case examples. Four case studies of the Chinese household appliances and consumer electronics industry...
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Chapter 6The Chinese way of international brand management

Pages: 269 –311

[Having presented the way of international brand management for each individual company, Haier, TCL, Hisense and Lenovo, separately, the rationale of the following chapter is now to identify similarities and differences among these four cases and to test them against the formulated hypotheses of...
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Chapter 7Summary and future research

Pages: 313 –315

[The study has integrated the three topics of Chinese companies, goinginternational and brand management, an integration which is a new field of research. Since China, Chinese companies and Chinese brands gain large public media attention and are often topic at meetings in US and Western European...

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