Borrow it
Coverart for item
The Resource China Branding : Cases from Zhejiang, edited by Martin J. Liu, Jun Luo, (electronic resource)

China Branding : Cases from Zhejiang, edited by Martin J. Liu, Jun Luo, (electronic resource)

Editor
Contributor
Summary
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.--
Language
eng
Work
Publication
Edition
1st ed. 2019.
Extent
1 online resource (XV, 154 pages)
Contents
  • 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
Isbn
9789811393181
Link
https://eui.idm.oclc.org/login?url=https://doi.org/10.1007/978-981-13-9318-1
Instance
Label
China Branding : Cases from Zhejiang
Title
China Branding
Title remainder
Cases from Zhejiang
Statement of responsibility
edited by Martin J. Liu, Jun Luo
Contributor
Editor
Subject
Language
eng
Summary
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.--
Assigning source
Provided by publisher
Image bit depth
0
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/relatedWorkOrContributorName
  • Liu, Martin J
  • Luo, Jun
Series statement
Springer eBooks.
http://library.link/vocab/subjectName
  • Asia-Economic conditions
  • Branding (Marketing)
  • Motivation research (Marketing)
Label
China Branding : Cases from Zhejiang, edited by Martin J. Liu, Jun Luo, (electronic resource)
Link
https://eui.idm.oclc.org/login?url=https://doi.org/10.1007/978-981-13-9318-1
Instantiates
Publication
Antecedent source
mixed
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
not applicable
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
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
Control code
978-981-13-9318-1
Dimensions
unknown
Edition
1st ed. 2019.
Extent
1 online resource (XV, 154 pages)
File format
multiple file formats
Form of item
  • online
  • electronic
Governing access note
Use of this electronic resource may be governed by a license agreement which restricts use to the European University Institute community. Each user is responsible for limiting use to individual, non-commercial purposes, without systematically downloading, distributing, or retaining substantial portions of information, provided that all copyright and other proprietary notices contained on the materials are retained. The use of software, including scripts, agents, or robots, is generally prohibited and may result in the loss of access to these resources for the entire European University Institute community
Isbn
9789811393181
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
42 illustrations, 29 illustrations in color.
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
(OCoLC)1120692581
Label
China Branding : Cases from Zhejiang, edited by Martin J. Liu, Jun Luo, (electronic resource)
Link
https://eui.idm.oclc.org/login?url=https://doi.org/10.1007/978-981-13-9318-1
Publication
Antecedent source
mixed
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
not applicable
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
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
Control code
978-981-13-9318-1
Dimensions
unknown
Edition
1st ed. 2019.
Extent
1 online resource (XV, 154 pages)
File format
multiple file formats
Form of item
  • online
  • electronic
Governing access note
Use of this electronic resource may be governed by a license agreement which restricts use to the European University Institute community. Each user is responsible for limiting use to individual, non-commercial purposes, without systematically downloading, distributing, or retaining substantial portions of information, provided that all copyright and other proprietary notices contained on the materials are retained. The use of software, including scripts, agents, or robots, is generally prohibited and may result in the loss of access to these resources for the entire European University Institute community
Isbn
9789811393181
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
42 illustrations, 29 illustrations in color.
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
(OCoLC)1120692581

Subject

Library Locations

    • Badia FiesolanaBorrow it
      Via dei Roccettini 9, San Domenico di Fiesole, 50014, IT
      43.803074 11.283055

Library Links

Structured data from the Bibframe namespace is licensed under the Creative Commons Attribution 4.0 International License by European University Institute. Additional terms may apply to data associated with third party namespaces.
Processing Feedback ...