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"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. 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."--BOOK JACKET.
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Previews available in: English
Edition | Availability |
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International brand management of Chinese companies: case studies on the Chinese household appliances and consumer electronics industry entering US and Western European markets
2008, Physica-Verlag
in English
3790820296 9783790820294
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Edition Notes
Originally presented as the author's thesis (doctoral)--University of Duisburg-Essen.
Includes bibliographical references (p. [339]-369).
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