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The Strategic Management of Brand Equity in Emerging Markets

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Wong, TL ORCID: 0000-0002-0551-9827, Wickham, M and Hecker, R 2013 , 'The Strategic Management of Brand Equity in Emerging Markets', paper presented at the ANZAM, December 2013, Hobart, Tasmania.

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Abstract

Research has consistently demonstrated a significant relationship between Brand Equity and desirable organisational outcomes. More recently, there has been a call for researchers to develop a framework for identifying the specific organisational resources and capabilities required to strategically manage Brand Equity internationally – especially in China. This paper presents an analysis of Marriott’s entry into the Chinese market for high quality hotel accommodation with a particular interest in the resources and capabilities that the company developed to effectively manage their Brand Equity in that context.
Key Words: Brand Equity, Strategic Marketing, Chinese Market Entry

Item Type: Conference or Workshop Item (Paper)
Authors/Creators:Wong, TL and Wickham, M and Hecker, R
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Copyright 2013 ANZAM

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