Book Chapter

A Configurational Perspective of Branding Capabilities Development in Emerging Economies: The Case of the Chinese Cellular Phone Industry

  • Ni N
  • Wan F
Palgrave Macmillan UK, (2017), 243-268
DOI: 10.1057/978-1-352-00011-5_11
N/ACitations
Citations of this article
3Readers
Mendeley users who have this article in their library.
Get full text

Abstract

… In this framework (see Table 11.2), we propose that a firm’s competitive advantage regarding particular types of branding capabilities is determined by their coalignment with the market …

Cite

CITATION STYLE

APA

Ni, N., & Wan, F. (2017). A Configurational Perspective of Branding Capabilities Development in Emerging Economies: The Case of the Chinese Cellular Phone Industry. In Advances in Chinese Brand Management (pp. 243–268). Palgrave Macmillan UK. https://doi.org/10.1057/978-1-352-00011-5_11

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free