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"Brand China" et l'internationalisation des entreprises chinoises

"Brand China" et l'internationalisation des entreprises chinoises

          
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About the Book

Dans le contexte actuel de concurrence accrue sur le marché chinois et après de nombreux scandales liés à la qualité et à la santé des produits chinois sur le marché mondial, ce document vise à examiner les interactions possibles entre "Brand China" et les entreprises chinoises dans leurs efforts pour "s'internationaliser". Dans cet objectif, il explique d'abord comment "Brand China" pourrait idéalement être mis en oeuvre en utilisant le cadre du modèle de Corporate Branding créé par M. Schultz. Il examine ensuite les obstacles rencontrés par les marques d'entreprise chinoises dans leur mise en oeuvre dans le contexte chinois et détermine quels seraient les effets d'une "Marque Chine" mise en oeuvre consciemment sur ces obstacles. En utilisant la théorie de l'effet pays d'origine, il examine enfin les interactions entre "Brand China" et les exportations chinoises dans les pays étrangers. En tenant compte de cette analyse et de la situation actuelle des marques d'entreprise chinoises sur le marché international, il fixe certaines priorités pour la mise en oeuvre de "Brand China" et pour l'application de stratégies de marque d'entreprise dans les entreprises chinoises désireuses de mettre en oeuvre des stratégies d'internationalisation durables.


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Product Details
  • ISBN-13: 9786202994286
  • Publisher: Editions Notre Savoir
  • Binding: Paperback
  • Language: French
  • Returnable: N
  • Weight: 136 gr
  • ISBN-10: 6202994282
  • Publisher Date: 04 Oct 2021
  • Height: 229 mm
  • No of Pages: 84
  • Spine Width: 5 mm
  • Width: 152 mm


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