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  • Research Article
  • 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

  • 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.


  • environmental uncertainty
  • entrepreneurial orientation
  • brand strategic decisions