Research on Developing Route of Brand Internationalization of OEM Enterprises
Yuhua Zhang, Zhen Zhang
Available Online May 2015.
- 10.2991/asei-15.2015.430How to use a DOI?
- OEM enterprises, evolutionary path, brand internationalization.
By analyzing relevant literature, this thesis constructed a theoretical model explaining how foundry enterprises evolved into an international brand by following the path of OEM-OEM-OBM-IBM. By dividing the market, this thesis presented 3 models and researched the strategies of 3 foundry enterprises that successfully achieved upgrading and brand internationalizing, aiming at provided some examples to other enterprises by exploring how different market entry models affect those own-built international brands.
- © 2015, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yuhua Zhang AU - Zhen Zhang PY - 2015/05 DA - 2015/05 TI - Research on Developing Route of Brand Internationalization of OEM Enterprises BT - Proceedings of the 2015 International conference on Applied Science and Engineering Innovation PB - Atlantis Press SP - 2187 EP - 2194 SN - 2352-5401 UR - https://doi.org/10.2991/asei-15.2015.430 DO - 10.2991/asei-15.2015.430 ID - Zhang2015/05 ER -