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Internationalization of a Chinese "born glocal" brand: the case of Goodbaby

Author

Listed:
  • Francesca Checchinato

    (Dept. of Management, Università Ca' Foscari Venice)

  • Lala Hu

    (Dept. of Management, Università Ca' Foscari Venice)

  • Alessandra Perri

    (Dept. of Management, Università Ca' Foscari Venice)

  • Tiziano Vescovi

    (Dept. of Management, Università Ca' Foscari Venice)

Abstract

Chinese latecomer firms adopt internationalization strategies in order to gain the necessary resources and competences to compete in the local and global markets. In this process, different sectors are involved: not only in the electronic one (e.g. Haier and Huawei represent two successful cases), but also in other industries Chinese firms have achieved high competitiveness in the global scenario. In this paper, we analyze the case of Goodbaby, a Chinese baby strollersÕ manufacturer. This company has implemented its internationalization activities since the early 1990s, and it is now one of the main stroller manufacturers in the world and the leading brand in China. In order to analyze the brand awareness and purchase behavior in the local market, the empirical design used in this study encompasses the combination of the competitive analysis of strollersÕ brands in the Chinese market and a questionnaire to Chinese consumers. Our research shows that GoodbabyÕs history reflects the internationalization process of multinationals from emerging markets (EM-MNEs), while confirming GoodbabyÕs high competitiveness in a sector that was traditionally dominated by foreign brands. Some managerial implications will be discussed.

Suggested Citation

  • Francesca Checchinato & Lala Hu & Alessandra Perri & Tiziano Vescovi, 2013. "Internationalization of a Chinese "born glocal" brand: the case of Goodbaby," Working Papers 25, Department of Management, Università Ca' Foscari Venezia.
  • Handle: RePEc:vnm:wpdman:61
    as

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    References listed on IDEAS

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    More about this item

    Keywords

    China; global; glocal; internationalization; Goodbaby;
    All these keywords.

    JEL classification:

    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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