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|Title:||Marque in the making|
|Keywords:||Branding strategy, country of origin effect (COO), internationalisation, China|
|Citation:||Brand Strategy. pp.1-7|
|Abstract:||This is an edited extract of a research paper that looks at the challenges facing Chinese companies keen to expand into the global market. How can quality marques shake off the negative country-of-origin effect and emerge as serious brands?|
|Appears in Collections:||Marketing|
Brunel Business School Research Papers
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