000 04562nam a22005295i 4500
001 978-981-13-9318-1
003 DE-He213
005 20210420090703.0
007 cr nn 008mamaa
008 190914s2019 si | s |||| 0|eng d
020 _a9789811393181
_9978-981-13-9318-1
024 7 _a10.1007/978-981-13-9318-1
_2doi
050 4 _aHC411-495
072 7 _aKC
_2bicssc
072 7 _aBUS069000
_2bisacsh
072 7 _aKC
_2thema
082 0 4 _a330.0095
245 1 0 _aChina Branding
_h[electronic resource] :
_bCases from Zhejiang /
_cedited by Martin J. Liu, Jun Luo.
250 _a1st ed. 2019.
264 1 _aSingapore :
_bSpringer Singapore :
_bImprint: Palgrave Macmillan,
_c2019.
300 _aXV, 154 p. 42 illus., 29 illus. in color.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
505 0 _aCase 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.
520 _aThis 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. .
650 0 _aAsia-Economic conditions.
650 0 _aBranding (Marketing).
650 0 _aMotivation research (Marketing).
650 1 4 _aAsian Economics.
_0https://scigraph.springernature.com/ontologies/product-market-codes/W45010
650 2 4 _aBranding.
_0https://scigraph.springernature.com/ontologies/product-market-codes/513070
650 2 4 _aConsumer Behavior.
_0https://scigraph.springernature.com/ontologies/product-market-codes/513060
700 1 _aLiu, Martin J.
_eeditor.
_4edt
_4http://id.loc.gov/vocabulary/relators/edt
700 1 _aLuo, Jun.
_eeditor.
_4edt
_4http://id.loc.gov/vocabulary/relators/edt
710 2 _aSpringerLink (Online service)
773 0 _tSpringer Nature eBook
776 0 8 _iPrinted edition:
_z9789811393174
776 0 8 _iPrinted edition:
_z9789811393198
776 0 8 _iPrinted edition:
_z9789811393204
856 4 0 _uhttps://s443-doi-org.br.lsproxy.net/10.1007/978-981-13-9318-1
912 _aZDB-2-ECF
912 _aZDB-2-SXEF
942 _2ddc
_cEBK
999 _c371068
_d329630