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An empirical study on brand strategy decisions in Chinese companies based on environmental uncertainties and entrepreneurial orientation |
| WANG Tao, GUO Rui |
| School of Economics and Management, Wuhan University, Wuhan 430072, China |
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Abstract This study investigate factors affecting brand strategic decisions in Chinese companies in regard to two factors: environmental uncertainty and entrepreneurial orientation, with the model of environmental management strategies. Based on prior literature and empirical analysis, this study proposes a contingency framework, which indicated that under what conditions Chinese companies prefer to adopt what kind of brand strategies, such as own-brand manufacturing, acquired brand, licensed brand and original equipment manufacturing/original design manufacturing.
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Issue Date: 05 September 2007
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