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China Branding: Cases from Zhejiang
Kategorie	Beschreibung
036a	XB-SG
037b	eng
077a	1670314561 Erscheint auch als (Druck-Ausgabe): ‡China branding
087q	978-981-13-9317-4
100b	Liu, Martin J. ¬[HerausgeberIn]¬
104b	Luo, Jun ¬[HerausgeberIn]¬
331	China Branding
335	Cases from Zhejiang
403	1st ed. 2019
410	Singapore
412	Palgrave Macmillan
425	2019
425a	2019
433	1 Online-Ressource (XV, 154 p. 42 illus., 29 illus. in color)
451b	Springer eBooks. Economics and Finance
527	Erscheint auch als (Druck-Ausgabe): ‡China branding
540a	ISBN 978-981-13-9318-1
700	\|KCS
700	\|KCS
700	\|BUS069000
700	\|KC
700b	\|330.0095
700c	\|HC411-HC495
750	Case 1 Place Umbrella Branding and the Provision of Quality: A Case Study of the “ZhejiangMade” Brand -- Case 2 Branding in the Context of Globalization: A Case Study of Baoxiniao -- Case 3 From No Body to Some Body: A Resource Based View Approach for the Branding of a manufacturer -- Case 4 Innovation in Environmental Technologies in China: The Case of Feida’s Power Plant Pollution Control Equipment -- Case 5 Customer Orientation and Brand Performance: A Study of ROBAM -- Case 6 Standing Out in the Crowd in the B2B Market: A Success Story from Xinhai Technology Group -- Case 7 Crafting A Successful Business Strategy: A Case of Zhejiang Yinlun Machinery Co. Ltd. -- Case 8 Weixing: A Plastic Pipe Industry Leader Who Succeeded with Manufacturing Upgrading and Long-term R&D Investment -- Case 9 Deli Group: A Five Force Behavioral Culture -- Case 10 Unravelling the Myth of Fotile: The Critical Role of Strategic Positioning in Brand Building
753	This book provides an overview of the brand construction process of manufacturing enterprises in Zhejiang province, China. There are now a number of industry-leading enterprises that are trying to build their own brands and manufacture products of higher quality in Zhejiang. The first chapter focuses on the place branding strategy employed by the Zhejiang Provincial Government in launching the “ZhejiangMade” brand to improve the perception of products made by Zhejiang manufacturing firms and promote them in the domestic and international markets. In the following nine chapters, the editors bring together case studies from nine leading enterprises in Zhejiang, including Baoxiniao, Shuanghuan, Feida, ROBAM, Xinhai, Yinlun, Weixing, Deli and Fotile, providing an analysis of their branding process. Martin J. Liu is a Professor of Marketing and Innovation and Associate Dean for Research and Knowledge Exchange at Nottingham University Business School China. Martin has led the development of the “Zhejiang Provincial Branding Academy”, a research and education platform co-founded by UNNC and the Zhejiang Provincial Government in China. Jun Luo is an Assistant Professor of Marketing & Entrepreneurship at Nottingham University Business School China. Her research focuses on services marketing. Her co-authored research work has appeared in both marketing and management journals, including Journal of Business Research,International Journal of Production Economics, and Asia-Pacific Advances in Consumer Research
902g	208885382 China
902g	209208643 Zhejiang
902s	208967893 Industrie
902s	209194502 Marke
902s	209571942 Fabrikmarke
902s	209025379 Markenartikel
012	1678683612
081	China Branding
100	Springer E-Book
125a	Elektronischer Volltext - Campuslizenz
655e	$uhttps://doi.org/10.1007/978-981-13-9318-1