internationalise their own brands - labelled by the Chinese as OBM (Original or Own Brand Manufacturing) - or to be international … brand owners (FBOs). The paper discusses some of the extant research on the advantages and disadvantages of each business … model and then focuses on primary research conducted amongst 8 Chinese firms in electronics and textiles and the OEM-OBM …

This paper studies the internationalisation of Chinese piano firms from a branding perspective. The purpose of the … relationships between COO, branding options and internationalisation. Corresponding with its progress in the internationalisation, a … increases its international brand equity; the impact from negative COO will decrease and eventually become irrelevant …

This paper studies the internationalisation of Chinese piano firms from a branding perspective. The purpose of the … relationships between COO, branding options and internationalisation. Corresponding to its progress in internationalisation, a firm … international brand equity; the impact from negative COO will decrease and eventually become irrelevant. The literature on …