Browsing Research publications by Author "He, Ping"
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Money Down the (Brand) Drain : An exploration of the constraints of the adoption of brand strategies and the adversity facing investment in brands by Chinese suppliers
He, Ping; Catulli, Maurizio (2014-04)This paper explores the perception by Chinese marketing academics and consultants of benefits and constraints of the adoption of branding techniques. We explore the lived experience of Chinese branding experts to capture ...