An empirical study on brand strategy decisions in Chinese companies based on environmental uncertainties and entrepreneurial orientation
© Higher Education Press and Springer-Verlag 2007
Received: 10 January 2007
This study investigate factors affecting brand strategic decisions in Chinese companies in regard to two factors: environmental uncertainty and entrepreneurial orientation, with the model of environmental management strategies. Based on prior literature and empirical analysis, this study proposes a contingency framework, which indicated that under what conditions Chinese companies prefer to adopt what kind of brand strategies, such as own-brand manufacturing, acquired brand, licensed brand and original equipment manufacturing/original design manufacturing.