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Title: Marque in the making
Authors: Fan, Y
Keywords: Branding strategy, country of origin effect (COO), internationalisation, China
Issue Date: 2007
Publisher: Centaur Media
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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