International Brand Management of Chinese Companies : Case Studies on the Chinese Household Appliances and Consumer Electronics Industry Entering US and Western European Markets

This book is a must read for all those interested in building successful global brands and for all those interested in China and Chinese companies - A strange combination? No. Based on extensive research and interviews with Lenovo, Haier, TCL, Hisense and key decision makers worldwide, Sandra Bell gives reasons and identifies a Chinese way of international brand management.