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Obstacles or Opportunities? Branding for Overseas Wenzhounese in Italy
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2010 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

With  the development of Chinese  economy  and market,  the Chinese brand  is going out  of China, more  and more  overseas Chinese  enterprises  have  attracted  attention outside of China. Among all these overseas Chinese, a group of people called Wenzhounese, famous for Wenzhou Model they created in China, bought back the dynamic industry cluster in regions in Italy. Blooming Chinese  brands  are  increasing  in  the corner  of  streets  and  their  industrial  clusters  range  from  leather  shoes  and  bags  to electric parts, apparel and so on. The purpose of this study is to explore whether the Chinese Wenzhounese immigrant companies in Italy perceive that they have particular common problems and/or benefits in branding themselves in Italy. Through analysis of the role of the brand management in these companies under the context of European/developed market, we aim to find which internal and external factors influence these obstacles and opportunities.

Place, publisher, year, edition, pages
2010.
Keyword [en]
Wenzhou Model, Wenzhounese immigrant companies, Brand, Brand
National Category
Soil Science
Identifiers
URN: urn:nbn:se:hj:diva-13264OAI: oai:DiVA.org:hj-13264DiVA: diva2:353365
Uppsok
Social and Behavioural Science, Law
Available from: 2010-10-25 Created: 2010-09-26 Last updated: 2010-10-25Bibliographically approved

Open Access in DiVA

Obstacles or Opportunities? Branding for Overseas Wenzhounese in Italy(692 kB)793 downloads
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Soil Science

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf