Dr. HU Zuohao, Professor from the Department of Marketing at Tsinghua University School of Economics and Management (Tsinghua SEM), has co-edited the new book, Research Frontiers on the International Marketing Strategies of Chinese Brands, recently published by Routledge. Belonging to the Chinese Perspective Series, it is the first book on International Marketing Strategies of Chinese Brands that Routledge has ever published.

Research Frontiers on the International Marketing Strategies of Chinese Brands

The book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance.

Professor HU Zuohao

Dr. HU Zuohao is the professor of Marketing at Tsinghua SEM. His main research areas are Marketing Strategies and Marketing Modeling, with special emphasis on International Marketing Strategy of Chinese Firms, Channel Design and Management, and Brand Management. He has published more than 30 papers in leading journals.