Research Frontiers on the International Marketing Strategies of Chinese Brands

This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.

Chapter 1 Main Topics and Research Framework of Chinese Firms' International Branding Strategies Introduction 1.2 Literature Review on Chinese Firms International Branding Strategies 1.2.1 Research on the Selection Modes of International Branding Strategy 1.2.2 Research on Key Determinants of International Branding Strategy Choice and Its Relationship to Performance 1.2.3 Case Studies of Internationally Established Brands 1.3 Theoretical Framework of Chinese Firms's International Branding Strategies 1.3.1 International Branding Strategies 1.3.2 Relationship between External Environmental Determinants and International Branding Strategy Choice 1.3.3 Relationship between Internal Organizational Determinants and International Branding Strategy Choice 1.3.4 Relationship between International Branding Strategy Choice and Export Performance Chapter 2 Development and Main Contents of International Branding Research 2.1 Introduction 2.1.1 International Branding in Practice 2.1.2 Academics-oriented International Branding 2.2 Identification and Positioning of International Branding 2.2.1 Consumers' Attitude and Preference towards International Brands 2.2.2 Differences of Brand Image: International Brands vs. Local Brands 2.2.3 Standardization/Adaptation of International Branding 2.3 International Brand Marketing Strategies 2.3.1 Entry Strategies of International Brands 2.3.2 Brand Alliance in the Context of Globalization 2.3.3 Where Are You From? The Country-Of-Origin Effects in International Branding 2.4 Improving and Maintaining Brand Power in the Internationalization Process 2.4.1 Maintaining Brand Vitality in International Competition: Brand Research and Development 2.4.2 Brand Extension in International Market 2.4.3. Enhancing International-Market-Based Customer Brand Equity 2.5 Summary and Suggestions for Future Research Chapter 3 Two Perspectives of International Marketing: Standardization versus Adaptation 3.1 Introduction 3.2 The Global Standardization View 3.2.1 Supporting Arguments for International Marketing Standardization 3.2.2 Research Scope of Global Standardization 3.2.3 Theoretical Bases and Assumptions of Standardization 3.3 Local Adaptation View 3.3.1 Supporting Arguments for International Marketing Adaptation 3.3.2 Relevant Research on Marketing Program and Marketing Decision-Making Process Adaptation 3.3.3 Theoretical Bases and Assumptions of Adaptation 3.4 Conclusions and Directions for Future Research 3.4.1 Conclusions 3.4.2 Directions for Future Research Chapter 4 Characteristics and Formation Mechanism of Born-Global Firms 4.1 Introduction 4.2 The Emergence of Born-Global Firms 4.3 Characteristics of Born-Global Firms 4.4 Formation Mechanism Of Born-Global Firms 4.5 Conclusions and Directions for Future Research Chapter 5 Price Leadership or Branding Strategy for Chinese Firms 5.1 Introduction 5.2 Theoretical Framework and Hypotheses 5.3 Methodology 5.3.1 Instrument Design 5.3.2 Sample 5.3.3 Reliability and Validity Analysis 5.4 Hypothesis Tests and Discussion 5.5 Conclusions and Directions for Future Research 5.5.1 Contributions 5.5.2 Limitations and Directions for Future Research Chapter 6 Chinese Firms' Export Strategy: OBM or OEM? 6.1 Introduction 6.2 Literature Review 6.2.1 Determinants of Export Performance 6.2.2 The Relationship between Branding Strategy and Firm Performance 6.2.3 Determinants of Branding Strategies 6.2.4 The Relationship between OBM and OEM 6.3 Hypotheses 6.3.1 International Marketing Capability 6.3.2 Target Market Selection 6.3.3 Characteristics of Export Market 6.3.4 Industrial Characteristics 6.3.5 Branding Strategies 6.3.6 Export Performance Satisfaction 6.4 Research Design 6.4.1 Data Collection and Sample Distribution 6.4.2 Questionnaire Design 6.4.3 Reliability and Validity Tests 6.5 Model Results and Hypothesis Tests 6.5.1 Model Results 6.5.2 Hypothesis Tests 6.6 Conclusions and Directions for Future Research 6.6.1 Conclusions 6.6.2 Limitations and Directions for Future Research Chapter 7 Antecedents and Consequences of Distribution Adaptation and Price Adaptation: A Study of Chinese Firms 7.1 Introduction 7. Conceptual Model and Hypotheses 7.2.1 Theoretical Framework 7.2.2 Hypotheses 7.3 Methodology 7.3.1 Questionnaire Design 7.3.2 Sample Description 7.3.3 Reliability and Validity Analysis 7.4 Hypothesis Tests 7.4.1 Testing Hypotheses 7.4.2 Results and Analysis 7.5 Conclusions and Directions for Future Research 7.5.1 Conclusions 7.5.2 Limitations and Directions for Future Research Chapter 8 The Effect of Oversea Channel Control on Export Performance 8.1 Introduction 8.2 Literature Review and Research Hypotheses 8.2.1 Relationships between Process Control, Outcome Control and Export Performance. 8.2.2 Relationship between Flexibility and Export Performance 8.2.3 Moderation Effect of Organizational Innovation Culture 8.3 Methodology 8.3.1 Questionnaire Design 8.3.2 Sample Description 8.3.3 Reliability and Validity Tests 8.4 Hypothesis Tests and Discussion 8.4.1 Model Estimation 8.4.2 Results and Discussion 8.5 Conclusions and Directions for Future Research 8.5.1 Conclusions 8.5.2 Limitations and Directions for Future Research Chapter 9 Characteristics and Driving Forces of China's Born-Global Firms--A Multiple-Case Study 9.1 Introduction 9.2 Literature Review 9.3 Methodology 9.3.1 Case Study Method 9.3.2 Descriptive Information about Cases 9.4 Case Analysis 9.4.1 Defining Born-Global Firms 9.4.2 Firms' Classification: A Two by Two Attribute Matrix 9.4.3 Driving Forces for the Formation of Born-Global Firms 9.4.4 Case Studies on the Driving Forces for the Formation of Born-Global Firms 9.5 Conclusions and Directions for Future Research 9.5.1 Conclusions 9.5.2 Limitations and Directions for Future Research Chapter 10 The Internationalization of China's Contracting and Outsourcing Firms: A Multiple-Case Study 10.1 Introduction 10.2 Literature Review 10.2.1 An Overview of Contract-Based Internationalization 10.2.2 Review of Classic Theories about Firms' International Market Entry Modes 10.2.3 Internationalization Theories of Late-Mover Countries 10.3 Analytical Framework and Methodology 10.3.1 Analysis Structure 10.3.2 Methodology 10.4 Cases Study and Analysis 10.4.1 CNBM Hefei Research and Design Institute 10.4.2 China Tianchen Engineering Corporation 10.4.3 Wuxi Pharma Tech 10.4.4 Liaoning Fuman Limited 10.4.5 Joinn Laboratories Inc. 10.5 Conclusions

Zuohao Hu, Ph.D, Kyoto University, is professor of Marketing at School of Economics and Management of Tsinghua University. His research interests are Marketing Strategy, International Marketing, Channel Management and Brand Strategy. Chen Xi, Ph.D, Tsinghua University, is associate professor of Marketing at the Business School of the China University of Political Science and Law. Her expertise is in consumer behaviour, international marketing, real estate marketing, and branding strategies. Zhilin Yang is professor of Marketing at City University of Hong Kong. His expertise is on international marketing strategy.