China Branding : Cases from Zhejiang /
| Corporate Author: | |
|---|---|
| Other Authors: | , |
| Format: | eBook |
| Language: | English |
| Published: |
Singapore :
Palgrave Macmillan,
[2019]
|
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- Intro; Contents; Notes on Contributors; List of Figures; List of Tables; 1 Place Umbrella Branding and the Provision of Quality: A Case Study of the "ZhejiangMade" Brand; Introduction; Literature Review; "ZhejiangMade" Brand; Standard; Certification; Brand Manager; Concluding Remarks; Further Investigation; References; 2 Branding in the Context of Globalization: A Case Study of Baoxiniao; Introduction; Corporate Brand vs Product Brand; Branding History of the Company Baoxiniao; Product Brands of Baoxiniao; Customer Value and Customer-Brand Relationship; Strategic Brand Management; Conclusions
- Further InvestigationReferences; 3 From No Body to Some Body: A Resource Based View Approach for the Branding of a Manufacturer; Introduction; Literature; Resource Based View; Brand Affiliation; Collaboration; Word-of-Mouth; Chinese Gear Industry; Shuang Huan Company; Establishing Collaborations; Applying Resource-Based View; Affiliating with Well-Known Brands; Building Word of Mouth; Managerial Implications; Conclusion and Discussion; Further Investigation; References; 4 Innovation in Environmental Technologies in China: The Case of Feida's Power Plant Pollution Control Equipment
- IntroductionFeida's Development; The Connection Between Innovation and Branding; Technology Innovation at Feida; Technology Innovation Strategy; Factors Contributing to Technology Innovation; Internationalization of Feida; An Example of a Leading Global Competitor, Alstom; Challenges for Feida; Ways to Move Forward for Feida; Further Investigation; References; 5 Customer Orientation and Brand Performance: A Study of ROBAM; Introduction; Customer Orientation; ROBAM-The Rise of China Brands; Technology Innovation; Institutional Innovation; Cultural Confidence; Summary; Further Investigation
- Analysis and Discussion of Yinlun's Business StrategyYinlun Business System; Product Strategy; Customer Intimacy; Challenges; Conclusion; Further Investigation; References; 8 Weixing: A Plastic Pipe Industry Leader Who Succeeded with Manufacturing Upgrading and Long-Term R&D Investment; Industry Background; Company Background; Related Literature; Financial Situation; Focusing on Core Business: Efficiency Management Through an Advanced Manufacturing Chain; Building the Brand: The Wisdom "Product + Service" Initiation Penetrating Through the Company's Existing Retailing Channel