International Brand Management of Chinese Companies Case Studies on the Chinese Household Appliances and Consumer Electronics Industry Entering US and Western European Markets /
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 g...
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| Language: | English |
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Heidelberg :
Physica-Verlag HD : Imprint: Physica,
2008.
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| Edition: | 1st ed. 2008. |
| Series: | Contributions to Economics,
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| Online Access: | https://doi.org/10.1007/978-3-7908-2030-0 |