Export Brand Development of China: Lessons Learned and Implications for the Future
This paper is a study of Chinese enterprises’ export brand development process. It describes the measures for dealing with their weaknesses, using case study methodology combined with the comparative method, analyzes the development of key Chinese enterprises’ internationalization, and summarizes th...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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National Sun Yat-sen University
2016-12-01
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| Series: | Contemporary Chinese Political Economy and Strategic Relations: An International Journal |
| Subjects: | |
| Online Access: | http://rpb115.nsysu.edu.tw/var/file/131/1131/img/2375/CCPS2(3)-Bai-Ozturen.pdf |
| _version_ | 1819042627788472320 |
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| author | Xinxin Bai Ali Öztüren |
| author_facet | Xinxin Bai Ali Öztüren |
| author_sort | Xinxin Bai |
| collection | DOAJ |
| description | This paper is a study of Chinese enterprises’ export brand development process. It describes the measures for dealing with their weaknesses, using case study methodology combined with the comparative method, analyzes the development of key Chinese enterprises’ internationalization, and summarizes three typically successful internationalization models currently used: Haier model, Huawei model and Lenovo model. Haier followed the “first easy later hard” approach, that means it went first to developed countries, and then entered the developing countries as the second step. Huawei on the contrary, followed the way of “rural surrounding the urban”, which means that it went to the developing countries first, and then entered the developed countries second. Lenovo realized their enterprise and brand internationalization success by acquiring IBM PC division with its “innovative and entrepreneurial spirit”. |
| first_indexed | 2024-12-21T09:43:54Z |
| format | Article |
| id | doaj.art-81577296246240318020b51bddd3a112 |
| institution | Directory Open Access Journal |
| issn | 2410-9681 2410-9681 |
| language | English |
| last_indexed | 2024-12-21T09:43:54Z |
| publishDate | 2016-12-01 |
| publisher | National Sun Yat-sen University |
| record_format | Article |
| series | Contemporary Chinese Political Economy and Strategic Relations: An International Journal |
| spelling | doaj.art-81577296246240318020b51bddd3a1122022-12-21T19:08:23ZengNational Sun Yat-sen UniversityContemporary Chinese Political Economy and Strategic Relations: An International Journal2410-96812410-96812016-12-012310951123Export Brand Development of China: Lessons Learned and Implications for the FutureXinxin Bai0Ali Öztüren1SW-Stahl GmbH, GermanyEastern Mediterranean University, North CyprusThis paper is a study of Chinese enterprises’ export brand development process. It describes the measures for dealing with their weaknesses, using case study methodology combined with the comparative method, analyzes the development of key Chinese enterprises’ internationalization, and summarizes three typically successful internationalization models currently used: Haier model, Huawei model and Lenovo model. Haier followed the “first easy later hard” approach, that means it went first to developed countries, and then entered the developing countries as the second step. Huawei on the contrary, followed the way of “rural surrounding the urban”, which means that it went to the developing countries first, and then entered the developed countries second. Lenovo realized their enterprise and brand internationalization success by acquiring IBM PC division with its “innovative and entrepreneurial spirit”.http://rpb115.nsysu.edu.tw/var/file/131/1131/img/2375/CCPS2(3)-Bai-Ozturen.pdfexport brandinternationalizationChinese enterprises’ internationalization modelsdevelopmentstrategy |
| spellingShingle | Xinxin Bai Ali Öztüren Export Brand Development of China: Lessons Learned and Implications for the Future Contemporary Chinese Political Economy and Strategic Relations: An International Journal export brand internationalization Chinese enterprises’ internationalization models development strategy |
| title | Export Brand Development of China: Lessons Learned and Implications for the Future |
| title_full | Export Brand Development of China: Lessons Learned and Implications for the Future |
| title_fullStr | Export Brand Development of China: Lessons Learned and Implications for the Future |
| title_full_unstemmed | Export Brand Development of China: Lessons Learned and Implications for the Future |
| title_short | Export Brand Development of China: Lessons Learned and Implications for the Future |
| title_sort | export brand development of china lessons learned and implications for the future |
| topic | export brand internationalization Chinese enterprises’ internationalization models development strategy |
| url | http://rpb115.nsysu.edu.tw/var/file/131/1131/img/2375/CCPS2(3)-Bai-Ozturen.pdf |
| work_keys_str_mv | AT xinxinbai exportbranddevelopmentofchinalessonslearnedandimplicationsforthefuture AT aliozturen exportbranddevelopmentofchinalessonslearnedandimplicationsforthefuture |