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Corporate Branding Strategy for New Companies in China: Lessons Learned from GoGoVan and LaLaMove

In: Chinese Innovation and Branding Leaps

Author

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  • Howard Pong Yuen Lam
  • Shiyu Tracy Lu

Abstract

The following sections are included:IntroductionBrief Literature Review: Corporate Branding StrategiesLessons Learned from GoGoVan and LaLaMoveInsights, Recommendations and Research ResultsConclusions, Limitations and Future Research DirectionsReferences

Suggested Citation

  • Howard Pong Yuen Lam & Shiyu Tracy Lu, 2022. "Corporate Branding Strategy for New Companies in China: Lessons Learned from GoGoVan and LaLaMove," World Scientific Book Chapters, in: Chinese Innovation and Branding Leaps, chapter 6, pages 137-150, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811249631_0006
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    More about this item

    Keywords

    Innovation; Branding; China; Asia; Online Marketplace; Entrepreneurship; Neuro-Linguistic Programming (NLP);
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship

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