Case Study

Jingyun Zhang ()
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Jingyun Zhang: Beijing Technology and Business University

Chapter Chapter 10 in Cross-Cultural Communication of Chinese Brands, 2024, pp 263-338 from Springer

Abstract: Abstract This chapter includes five cases studies, including Huawei, CRRC Yongji, COFCO, Yili Thailand and “Happy Chinese New Year - Walking Lunar New Year's Eve Dinner” project, which represent four types of brands respectively: High-end equipment (CRRC Yongji, B2B), Fast moving consumer goods (Yili Thailand, B2C), High technology (Huawei and COFCO, B2B + B2C) and cultural activities (“Happy Chinese New Year”). In terms of country markets, they involve Europe, the United States, Australia, Southeast Asia and other countries and regions along “the Belt and Road”, taking into account the process of cross-border M&A (COFCO) and brand upgrading after M&A (“Cremo” of Yili Thailand).

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-1371-4_10

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DOI: 10.1007/978-981-97-1371-4_10

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