Chapter 1: Introduction

In: Business and Management

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Chapter 1: Introduction

This chapter introduces the essence of the study. It begins with the background of the study, which sets the scene for the overall thesis. This is followed by the statement of the problem where the argument, hypothesis, and research questions are stated. This chapter also explains the aims and objectives of the study as well as the significance, scope and limitations. Finally, this chapter includes the summary of the outline of this study.

1.1 Research Background and Problem Statement

Under a dynamic business environment, the most wonderful companies, which are profitable and of continuous growth, seem to behave the marketing management especially the brand strategic practices. Many scholars and researchers believe that brand is a kind of capability. In turn, the comparable brand equity provides a company with the competitive advantage in competency to compete in a swift shift global market environment. Thereafter, brand management is also a key among any industry, especially when the firm has entered a foreign market.

In modern times, alongside the swift shifts of the markets and products innovation, the ‘brand’ is seemed to be more enormous for any firms to effectively expand their business. In turn, the brand strategy is the key managerial practices to ensure the positive developments of brand equity thereafter lead to the significance in differentiation competitive advantages.
Contemporarily, many foreign giants have entered Chinese market to compete with other players in order to generate market superior and gain more market shares. In turn, many corporations have regarded the developments of brand and relevant brand strategies as keys for gaining further and long term market premiums as well as financial benefits.

This paper is aimed to generate the evaluations of how a foreign investor would gain market success by…...

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