With the development of Chinese economy and market, the Chinese brand is going out of China, more and more overseas Chinese enterprises have attracted attention outside of China. Among all these overseas Chinese, a group of people called Wenzhounese, famous for Wenzhou Model they created in China, bought back the dynamic industry cluster in regions in Italy. Blooming Chinese brands are increasing in the corner of streets and their industrial clusters range from leather shoes and bags to electric parts, apparel and so on. The purpose of this study is to explore whether the Chinese Wenzhounese immigrant companies in Italy perceive that they have particular common problems and/or benefits in branding themselves in Italy. Through analysis of the role of the brand management in these companies under the context of European/developed market, we aim to find which internal and external factors influence these obstacles and opportunities.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-13264 |
| Date | January 2010 |
| Creators | WANG, YILI, Pan, Qiaoqun |
| Publisher | Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/masterThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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