International marketing strategies for Chinese brands in Southeast Asian Markets : a case study on Li-Ning Group.

• Main Authors: Chng, Cai Jie., Chang, Jin Jen., Zhou, Mavis Enyi.
• Other Authors: Ian McGovern
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/35525
• Institution: Nanyang Technological University

It has been widely studied and recognised in journal articles that it is inherently difficult for Chinese brands to break into the international market due to several obstacles and challenges that inhibit Chinese companies from building global brands. But despite the hurdles, there are examples of C...