Open Access

An empirical study on brand strategy decisions in Chinese companies based on environmental uncertainties and entrepreneurial orientation

Frontiers of Business Research in ChinaSelected Publications from Chinese Universities1:24

https://doi.org/10.1007/s11782-007-0024-x

Received: 10 January 2007

Abstract

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.

Keywords

environmental uncertaintyentrepreneurial orientationbrand strategic decisions

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