Free Ebook BookStrategic Brand Management of Swiss Medtech Companies in China

Free Ebook Strategic Brand Management of Swiss Medtech Companies in China

Free Ebook Strategic Brand Management of Swiss Medtech Companies in China

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Book Details :
Published on: 2016-02-29
Released on:
Original language: English

Master's Thesis from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, University of Applied Sciences Northwestern Switzerland, course: International Management, language: English, abstract: This study aims to explore how strategic brand management can be conducted to successfully establish a brand in the Chinese market, to which - in seeking growth opportunities - various medium-sized Swiss MedTech companies have expanded in recent years. To date, little consideration has been given in branding literature to this specific research context. A qualitative exploratory multiple-case study was conducted that followed an abductive research approach. The study focused on three medium-sized Swiss MedTech companies, which expanded into China over the last ten years. Data was collected through secondary data analysis, observations and 14 in-depth, semistructured interviews withbrand or marketing managers, brand experts and industry experts from Switzerland and China, based on a conceptual framework, developed upon Western branding theories. To file propositions, as the study's final objective, within-case and cross-case comparative thematic analyses were conducted. The data revealed the prevailing macro-contextual conditions in the Chinese MedTech industry and the major challenges that medium-sized Swiss MedTech companies are facing: namely bribery practise, distribution structure and regulations. The study furthermore explicates the origin as a crucial dimension of a Swiss brand and evaluates to what extend branding strategies should be adjusted to a given environment. For a purposeful positioning in order to survive in the Chinese competitive marketplace, strategic brand management needs to be taken into consideration. The challenge lays in the optimal trade-off between standardisation and localisation; some measures must, some should, some could but also some shouldn't be adapted. The developed pr Corporate Access - Home - NOMURA Print page Global Events. Below is a list of forthcoming Global Equity Events in 2016. Dates are subject to changes please continue to visit this website for more ... IMD business school Switzerland Degree programs. Executive MBA (EMBA) Envisioning the FutureSetting Strategic DirectionFocusing Relentlessly on CustomersDriving InnovationPracticing ... Member Test Page zigbee alliance 2D2C develops electrical wiring innovations for safety energy and security under the SafePlug brand. 2D2C Inc. holds a number of patents on electrical safety and ... Our Members zigbee alliance Global leaders creating innovative products and services for the Internet of Things. The zigbee alliance has attracted some of the most innovative and well-known ... cache.boston.com sheet3 sheet2 sheet1 21 urban trend inc 212 consulting corporation 22nd century media llc 22nd century technologies inc 23 innovations inc 23 lex llc dba ... 0100 Conferences Gnther Schiendl is CIO and board member of the VBV Pensionskasse in Vienna which manages assets of 6bn and where core focus is pension plan design asset ... Unquote - Private equity and venture capital news & analysis CEE M&A and Private Equity Forum 2017. unquote" and Mergermarket have joined forces to bring you a guided tour through each stage of the capital life-cycle at the CEE ... Mergers & Acquisitions in Pharma and MedTech - Kurmann ... Kurmann Partners successfully concluded the selling process of Germany based extrakt chemie to Frutarom one of the worlds 10 largest companies in... HealthStart HealthStart would be favourable predisposed towards entrepreneurs who believe in "Frugal innovation" in our focus areas mentioned below: Healthcare M&A Transactions The following transactions are provided as a matter of public record . and compiled to provide an overview of the Healthcare ...
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