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文章基本信息

  • 标题:An empirical study on brand strategy decisions in Chinese companies based on environmental uncertainties and entrepreneurial orientation
  • 本地全文:下载
  • 作者:Tao Wang ; Rui Guo
  • 期刊名称:Frontiers of Business Research in China
  • 印刷版ISSN:1673-7326
  • 电子版ISSN:1673-7431
  • 出版年度:2007
  • 卷号:1
  • 期号:3
  • 页码:401-421
  • DOI:10.1007/s11782-007-0024-x
  • 出版社:Higher Education Press, co-published with Springer-Verlag GmbH
  • 摘要: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.
  • 关键词:environmental uncertainty; entrepreneurial orientation; brand strategic decisions
  • 其他关键词:环境不确定性,企业家导向,品牌决策
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