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Sandra Bell

    International brand management of Chinese companies
    International Brand Management of Chinese Companies
    • International Brand Management of Chinese Companies

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

      • 380pagine
      • 14 ore di lettura

      The narrative explores China's remarkable economic transformation over the past 30 years, highlighting its shift from a passive participant in the global economy to a significant player. Initially reliant on foreign enterprises for technology and market access, Chinese companies are now gaining the capacity to compete independently. This evolution marks a pivotal moment in China's integration into the global economic system, suggesting a future where it may assume an even more prominent role on the world stage.

      International Brand Management of Chinese Companies
    • China is certainly doing its best to keep the world mesmerized by its e- nomic achievements. The Chinese economic growth story that begun 30 years ago has in terms of dynamics and duration long since surpassed all those “economic miracles” which have brought Germany, Japan, and the South East Asian Tigers into the top–league of the industrialized world. The rapid expansion of the Chinese economy has gone along with a fu- fledged re-integration of China into the global economic system. In the course of the last 30 years China has become a major player in the global economy and today is on a trajectory towards even greater prominence. In recent years, the Chinese economy seems to have reached an imp- tant threshold line of economic development and global integration. In the first quarter century of reform and global opening, Chinese enterprises have been largely confined to a ‘passive’ role in the global division of - bor. Foreign enterprises as the proprietors of greatly superior business models, production technologies, management models as well as very competitively established brands have been integrating Chinese players in their value chains and global operations. Lacking the necessary production technologies, products as well as marketing knowledge to successfully - dress OECD-consumers, Chinese enterprises have been hardly able to - ter the global markets without such guidance. Now, this constellation is changing.

      International brand management of Chinese companies