Corporate Branding Strategy for New Companies in China: Lessons Learned from GoGoVan and LaLaMove

Howard Pong Yuen Lam and Shiyu Tracy Lu

Chapter 6 in Chinese Innovation and Branding Leaps, 2022, pp 137-150 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The following sections are included:IntroductionBrief Literature Review: Corporate Branding StrategiesLessons Learned from GoGoVan and LaLaMoveInsights, Recommendations and Research ResultsConclusions, Limitations and Future Research DirectionsReferences

Keywords: Innovation; Branding; China; Asia; Online Marketplace; Entrepreneurship; Neuro-Linguistic Programming (NLP) (search for similar items in EconPapers)
JEL-codes: L26 M31 O31 (search for similar items in EconPapers)
Date: 2022
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