China Branding Cases from Zhejiang
This book provides an overview of the brand construction process of manufacturing enterprises in Zhejiang province, China. There are now a number of industry-leading enterprises that are trying to build their own brands and manufacture products of higher
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m a rt i n j. l i u j u n luo
China Branding
Martin J. Liu · Jun Luo Editors
China Branding Cases from Zhejiang
Editors Martin J. Liu University of Nottingham Ningbo China Ningbo, Zhejiang, China
Jun Luo University of Nottingham Ningbo China Ningbo, Zhejiang, China
ISBN 978-981-13-9318-1 (eBook) ISBN 978-981-13-9317-4 https://doi.org/10.1007/978-981-13-9318-1 © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd., part of Springer Nature 2019 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Palgrave Macmillan imprint is published by the registered company Springer Nature Singapore Pte Ltd. The registered company address is: 152 Beach Road, #21-01/04 Gateway East, Singapore 189721, Singapore
Contents
1
Place Umbrella Branding and the Provision of Quality: A Case Study of the “ZhejiangMade” Brand 1 Shengjing Yu, Martin J. Liu and Dandan Ye
2
Branding in the Context of Globalization: A Case Study of Baoxiniao 15 Lin Huang, Jun Luo and Luis D. Torres
3
From No Body to Some Body: A Resource Based View Approach for the Branding of a Manufacturer 31 Paul C. Y. Liu, Fei Zhu and Jie Wang
4
Innovation in Environmental Technologies in China: The Case of Feida’s Power Plant Pollution Control Equipment 45 Peter S. Hofman, Chenchen Weng, Steven Shijin Zhou and Abby Jingzi Zhou
5
Customer Orientation and Brand Performance: A Study of ROBAM 69 Zi Wang, Yue Huang, Jun Luo and Xuan Feng
v
vi
CONTENTS
6
Standing Out in the Crowd in the B2B Market: A Success Story from Xinhai Technology Group 85 Yueqiu Hu, Shuning Zheng and Alain Yee Loong Chong
7
Crafting a Successful Business Strategy: A Case of Zhejiang Yinlun Machinery Co. Ltd. 103 M. S. Balaji
8
Weixing: A Plastic Pipe Industry Leader Who Succeeded with Manufacturing Upgrading and Long-Term R&D Inv
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