Internationalization of a Chinese "born glocal" brand: the case of Goodbaby

Francesca Checchinato, Lala Hu, Alessandra Perri and Tiziano Vescovi ()
Additional contact information
Tiziano Vescovi: Dept. of Management, Università Ca' Foscari Venice

No 25, Working Papers from Venice School of Management - Department of Management, Università Ca' Foscari Venezia

Abstract: Chinese latecomer firms adopt internationalization strategies in order to gain the necessary resources and competences to compete in the local and global markets. In this process, different sectors are involved: not only in the electronic one (e.g. Haier and Huawei represent two successful cases), but also in other industries Chinese firms have achieved high competitiveness in the global scenario. In this paper, we analyze the case of Goodbaby, a Chinese baby strollersÕ manufacturer. This company has implemented its internationalization activities since the early 1990s, and it is now one of the main stroller manufacturers in the world and the leading brand in China. In order to analyze the brand awareness and purchase behavior in the local market, the empirical design used in this study encompasses the combination of the competitive analysis of strollersÕ brands in the Chinese market and a questionnaire to Chinese consumers. Our research shows that GoodbabyÕs history reflects the internationalization process of multinationals from emerging markets (EM-MNEs), while confirming GoodbabyÕs high competitiveness in a sector that was traditionally dominated by foreign brands. Some managerial implications will be discussed.

Keywords: China; global; glocal; internationalization; Goodbaby (search for similar items in EconPapers)
JEL-codes: M16 M30 (search for similar items in EconPapers)
Pages: 19 pages
Date: 2013-11
New Economics Papers: this item is included in nep-cse, nep-int, nep-ipr, nep-pr~, nep-mkt and nep-tra
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://virgo.unive.it/wpideas/storage/2013wp25.pdf First version, 2013 (application/pdf)
Our link check indicates that this URL is bad, the error code is: 500 Can't connect to virgo.unive.it:80 (A connection attempt failed because the connected party did not properly respond after a period of time, or established connection failed because connected host has failed to respond.)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vnm:wpdman:61

Access Statistics for this paper

More papers in Working Papers from Venice School of Management - Department of Management, Università Ca' Foscari Venezia Contact information at EDIRC.
Bibliographic data for series maintained by Daria Arkhipova ().