The effects of price leadership strategies and branding strategies on the export performance of indigenous Chinese exporters with a focus on developing country markets and developed country markets are examined based ...The effects of price leadership strategies and branding strategies on the export performance of indigenous Chinese exporters with a focus on developing country markets and developed country markets are examined based on the principles of strategy-environment co-alignment and marketing segmentation theory. Findings suggest that when focusing on developing country markets, the use of a branding strategy is more likely to enhance export performance. When focusing on developed country markets, neither the use of a price leadership strategy nor the use of a branding strategy enhances export performance. Finally, theoretical and managerial implications of the findings are discussed.展开更多
About 70% of Australian cotton is genetically modified, Hilton Lobb, Chairman of Australian Cotton Shippers Association, proudly announced a brand strategy to promote "eco-friendly"Austialian cotton in China.
Chinese textile industry is a fledgling in terms of brands strategy, not yet able to flap its wings in all-weather climates of international market. How to build up a good brand to be a great company or to have a succ...Chinese textile industry is a fledgling in terms of brands strategy, not yet able to flap its wings in all-weather climates of international market. How to build up a good brand to be a great company or to have a successful firm with a great brand is of primary concern if China continues to take the lead in the coming days, not satisfied with its status quo as OEM supplier.展开更多
The development of digital technology and the construction of smart cities urge service enterprises to seek competitive advantages by building smart service brands.However,there are few studies explore the brand value...The development of digital technology and the construction of smart cities urge service enterprises to seek competitive advantages by building smart service brands.However,there are few studies explore the brand value,brand strategies,and corresponding business strategies of smart service providers from the financial perspective.This paper selects listed property companies from China as the sample and explores the value of the smart community service brand of property enterprises based on the observation data.This research introduces the market value measurement index(Tobin q)and discounted cash flow model(DCF)to explore the influence of diversified brand strategies through combining smart brand strategy with naming strategies and business strategies on brand value.The results show that smart community service brand has a significant impact on firms'market value.Compared with the brand extension strategy,the adoption of brand renewal strategy will significantly affect market value.Further,the development of smart value-added services by enterprises will exert a positive impact on their market value.However,the stakeholders are not optimistic about smart technical services by property companies,which could reduce shareholders'expectations of the market value of enterprises.展开更多
基金The National Natural Science Foundation of China (No.70672005,70632003,70372001)
文摘The effects of price leadership strategies and branding strategies on the export performance of indigenous Chinese exporters with a focus on developing country markets and developed country markets are examined based on the principles of strategy-environment co-alignment and marketing segmentation theory. Findings suggest that when focusing on developing country markets, the use of a branding strategy is more likely to enhance export performance. When focusing on developed country markets, neither the use of a price leadership strategy nor the use of a branding strategy enhances export performance. Finally, theoretical and managerial implications of the findings are discussed.
文摘About 70% of Australian cotton is genetically modified, Hilton Lobb, Chairman of Australian Cotton Shippers Association, proudly announced a brand strategy to promote "eco-friendly"Austialian cotton in China.
文摘Chinese textile industry is a fledgling in terms of brands strategy, not yet able to flap its wings in all-weather climates of international market. How to build up a good brand to be a great company or to have a successful firm with a great brand is of primary concern if China continues to take the lead in the coming days, not satisfied with its status quo as OEM supplier.
基金Supported by the National Natural Science Foundation of China (71972175)the National Social Science Foundation of China (20&ZD075)the National Key R&D Program of China (2017YFB1400400)。
文摘The development of digital technology and the construction of smart cities urge service enterprises to seek competitive advantages by building smart service brands.However,there are few studies explore the brand value,brand strategies,and corresponding business strategies of smart service providers from the financial perspective.This paper selects listed property companies from China as the sample and explores the value of the smart community service brand of property enterprises based on the observation data.This research introduces the market value measurement index(Tobin q)and discounted cash flow model(DCF)to explore the influence of diversified brand strategies through combining smart brand strategy with naming strategies and business strategies on brand value.The results show that smart community service brand has a significant impact on firms'market value.Compared with the brand extension strategy,the adoption of brand renewal strategy will significantly affect market value.Further,the development of smart value-added services by enterprises will exert a positive impact on their market value.However,the stakeholders are not optimistic about smart technical services by property companies,which could reduce shareholders'expectations of the market value of enterprises.
