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

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.

摘要

从外部环境不确定性和企业家导向这两点出发, 结合环境맜理战略来考察中国企业品牌决策的影响因素, 运用文献逻辑推理和实证分析, 来研究在什么样的条件下, 中国企业会倾向于选择自有品牌、收购品牌、授权品牌和原始设备生产商/原始设计制造商的权变框架, 从而得出选择各个品牌战略的企业绩效的相对优劣性。

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Correspondence to Tao Wang.

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Wang, T., Guo, R. An empirical study on brand strategy decisions in Chinese companies based on environmental uncertainties and entrepreneurial orientation. Front. Bus. Res. China 1, 401–421 (2007). https://doi.org/10.1007/s11782-007-0024-x

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Keywords

  • environmental uncertainty
  • entrepreneurial orientation
  • brand strategic decisions

关键词

  • 环境不确定性
  • 企业家导向
  • 品牌决策
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