‘Going Global’: The Case of Chinese Brands
The IUP Journal of Business Strategy, Vol. XIV, No. 3, September 2017, pp. 41-57
Posted: 7 Aug 2018
Date Written: 2017
Despite its position as the ‘world’s largest Original Equipment Manufacturer (OEM)’, the presence of China’s brands is negligible in the global market. However, inspired by many internal and external factors, they are striving hard to position themselves as global brands. While some of them were extremely successful, many of their counterparts failed miserably. This study tries to draw up on the successful and failed cases of Chinese brands ‘going global’ to generate guidelines for the aspiring Chinese global brands. The study also tries to develop a global brand building strategy for Chinese brands based on the brand orientation framework of Urde (1999). Research on the scope of global brands in Chinese markets is abundant, but there are few studies that explore the scope of Chinese brands in the global market and the branding strategies required to compete in the global market. This study fills this gap by examining the prospects and challenges of Chinese brands in the global market.
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