THE OEM - OBM DEBATE: FACTORS INFLUENCING CHIN ESE FIRMS' BRANDING DECISIONS IN THEIR INTERNATIONALISATION PROCESS
A key international marketing decision for many Chinese (and firms from other emerging markets) is whether to internationalise their own brands-labelled by the Chinese as OBM (Original or Own Brand Manufacturing)-or to be international players by acting as contract manufacturers(labelled by the Chin...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Nicolae Titulescu University
2013-11-01
|
| Series: | Global Economic Observer |
| Subjects: | |
| Online Access: | http://www.globeco.ro/wp-content/uploads/vol/split/vol_1_no_2/geo_2013_vol1_no2_art_016.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|