Add to ORKGAsian companies have turned to be multinationals. Many factors could be the reasons of this phenomenon, these days, cooperation strategies, especially, co-branding is an issue. Therefore, this study pursues to study which contexts Asian companies face and how Asian firms use co-branding. This study will study three cases: LG-PRADA, Sony-Ericsson, and Lenovo-IBM of co-branding. This research will analyze each case company’s portfolio with regional matrix and study how company use co-branding with co-branding typology. After reading this paper, readers can have an integrative view over Asian companies’ contexts and its co-branding strategy as its growth strategies
In the competitive and shifting business environment, creating non-replaceable value and strengtheni...
Social media includes Western and Asian platforms. Asian consumers perceive, feel and behave accordi...
99學年度張瑋倫教師升等參考著作[[abstract]]As many companies seek growth through the development of new products, c...
Asian companies have turned to be multinationals. Many factors could be the reasons of this phenomen...
In today’s global marketplace, MNCs need to set up effective branding strategies in order to be com...
Co-branding, is a marketing arrangement to utilize multiple brand names on a single product or servi...
The study is inspired by the increasing population of global IMA, and the missing of sufficient rese...
The corporate brand prominence in global FMCG companies' branding strategy - A multiple case study o...
Corporate branding is increasingly gaining relevance in companies’ internationalization; however, fe...
Purpose – The case focuses on Martas Precision Slides, a late entrant in the growing furniture fitti...
Purpose – The case focuses on Martas Precision Slides, a late entrant in the growing furniture fitti...
Firms differ in terms of their brand portfolio structure based on the classification well establishe...
"Paul Temporal shows how the fundamental principles of brand building are transferable to the Asian ...
[[abstract]]This study focused on the strategies and conflicts in Taiwan?s technology industry and t...
Chinese brands have achieved notable success In the domestic market and are consciously or unconscio...
In the competitive and shifting business environment, creating non-replaceable value and strengtheni...
Social media includes Western and Asian platforms. Asian consumers perceive, feel and behave accordi...
99學年度張瑋倫教師升等參考著作[[abstract]]As many companies seek growth through the development of new products, c...
Asian companies have turned to be multinationals. Many factors could be the reasons of this phenomen...
In today’s global marketplace, MNCs need to set up effective branding strategies in order to be com...
Co-branding, is a marketing arrangement to utilize multiple brand names on a single product or servi...
The study is inspired by the increasing population of global IMA, and the missing of sufficient rese...
The corporate brand prominence in global FMCG companies' branding strategy - A multiple case study o...
Corporate branding is increasingly gaining relevance in companies’ internationalization; however, fe...
Purpose – The case focuses on Martas Precision Slides, a late entrant in the growing furniture fitti...
Purpose – The case focuses on Martas Precision Slides, a late entrant in the growing furniture fitti...
Firms differ in terms of their brand portfolio structure based on the classification well establishe...
"Paul Temporal shows how the fundamental principles of brand building are transferable to the Asian ...
[[abstract]]This study focused on the strategies and conflicts in Taiwan?s technology industry and t...
Chinese brands have achieved notable success In the domestic market and are consciously or unconscio...
In the competitive and shifting business environment, creating non-replaceable value and strengtheni...
Social media includes Western and Asian platforms. Asian consumers perceive, feel and behave accordi...
99學年度張瑋倫教師升等參考著作[[abstract]]As many companies seek growth through the development of new products, c...
