{"product_id":"strategic-brand-management-of-swiss-medtech-companies-in-china-a-qualitative-multiple-case-study-von-selina-zeder","title":"Strategic brand management of Swiss MedTech companies in China","description":"\u003cp\u003eMaster's Thesis from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, University of Applied Sciences Northwestern Switzerland, course: International Management, language: English, abstract: This study aims to explore how strategic brand management can be conducted to successfully establish a brand in the Chinese market, to which - in seeking growth opportunities - various medium-sized Swiss MedTech companies have expanded in recent years. To date, little consideration has been given in branding literature to this specific research context.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eA qualitative exploratory multiple-case study was conducted that followed an abductive research approach.\u003c\/p\u003e\u003cp\u003eThe study focused on three medium-sized Swiss MedTech companies, which expanded into China over the last ten years. Data was collected through secondary data analysis, observations and 14 in-depth, semistructured interviews  withbrand or marketing managers, brand experts and industry experts from Switzerland and China, based on a conceptual framework, developed upon Western branding theories. To file propositions, as the study¿s final objective, within-case and cross-case comparative thematic analyses were conducted.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe data revealed the prevailing macro-contextual conditions in the Chinese MedTech industry and the major challenges that medium-sized Swiss MedTech companies are facing: namely bribery practise, distribution structure and regulations. The study furthermore explicates the origin as a crucial dimension of a Swiss brand and evaluates to what extend branding strategies should be adjusted to a given environment.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eFor a purposeful positioning in order to survive in the Chinese competitive marketplace, strategic brand management needs to be taken into consideration. The challenge lays in the optimal trade-off between standardisation and localisation; some measures must, some should, some could but also some shouldn¿t be adapted. The developed proposals can be used as a guideline for practitioners and as a basis for future academic research.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783668141001\"\u003e\u003ch3\u003eA qualitative multiple-case study\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783668141001","offer_id":39442544885853,"sku":"9783668141001","price":24.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/620162ba-551e-4451-9611-0bb9e0ad4523.jpg?v=1778303715","url":"https:\/\/shop.autorenwelt.de\/products\/strategic-brand-management-of-swiss-medtech-companies-in-china-a-qualitative-multiple-case-study-von-selina-zeder","provider":"Autorenwelt Shop","version":"1.0","type":"link"}