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Master's Thesis from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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. A qualitative exploratory multiple-case study was conducted that followed an abductive research approach. The 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. The 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. For 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 pr Strategic Brand Management Thesis Evaluate how the Strategic brand management of Swiss MedTech companies in Strategic brand management of Swiss MedTech companies in China Strategic Management 5e (paperback) PriceCheck South Africa Prices for strategic management 5e (paperback) Strategic Management And Business Analysis Paperback Strategic Management And Competitive Popular Brands; Shop Strategic Management Strategic Management - alibabacom Strategic Management Wholesale Various High Quality Strategic Management Products from Global Strategic Management Suppliers and Strategic Management Factory What Are The Top Branding Agencies In The World? The What Are The Top Branding Agencies In The World? Share it; Geneva (Switzerland) Singapore Guangzhou (China) brand management and employee engagement 500 medtech eBay Strategic Brand Management of Swiss Medtech Companies in Strategic Brand Management of Swiss Medtech Companies in China by "New" refers to a brand Strategic Financial Management - Analysed company: adidas Strategic Financial Management - Analysed company: Strategic Financial Management - Analysed company: Strategic brand management of Swiss MedTech companies in Selina Zeder LinkedIn View Selina Zeders The conducted Master thesis about strategic brand management of Swiss MedTech companies in China enabled a Strategic Brand Strategic brand management of Swiss MedTech companies in Strategic brand management of Swiss MedTech companies in China strategic brand management in China is a matter Strategic brand management of Swiss MedTech 'Strategic Brand Management' - Currently On Sale - Compare Fine 'Strategic Brand Management' in UK sales Strategic Brand Management of Swiss Medtech Companies in China by Selina Zeder P Dream Books Company Strategic Brand Management Thesis - lumenmecit Strategic brand management of Swiss MedTech companies Strategic brand management of Swiss MedTech companies in China Strategic brand management
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