International brand management of Chinese companies
Subtitle: case studies on the Chinese household appliances and consumer electronics industry entering US and Western European markets
By: Sandra Bell.
Series: Contributions to economics
Publisher: Physica-Verlag
Published: 2008
Place of publication: Heidelberg
Language: eng
Number of pages: 369
ISBN-13: 9783790820294
Subjects: Product management -- China; Household appliances industry -- China; Household electronics industry -- China; China -- Commerce -- United States; China -- Commerce -- Europe
Description: "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.
Notes: Originally presented as the author's thesis (doctoral)--University of Duisburg-Essen.

Includes bibliographical references (p. [339]-369).