haku: @indexterm Brands / yhteensä: 1643
viite: 599 / 1643
| Tekijä: | Ewing, M.T. (et al.) |
| Otsikko: | On the renaissance of Chinese brands |
| Lehti: | International Journal of Advertising
2002 : VOL. 21:2, p. 197-216 |
| Asiasana: | Marketing Advertising Brands China Asia |
| Kieli: | eng |
| Tiivistelmä: | There is increasing success by domestic brands in China, often at the expense of established multinational brands. This study's approach is neither causal nor confirmatory but an exploratory review of robust secondary data sources. The goal is to shed empirical light on what appears to be a 'Sinosyncratic anomaly' and to provide a framework for future research in the domain. There is information on local companies' market share changes, split of multinational and local brands of some products and their volume / value shares by channel (products: shampoo, personal wash, laundry, skin moisturers). |
SCIMA