Get Strategic Brand Management of Swiss Medtech Companies in China

Get Strategic Brand Management of Swiss Medtech Companies in China

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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 Home - BaselAreaswiss Welcome to BaselAreaswiss Fostering innovation & accelerating business in Switzerlands most dynamic economic region HealthStart HealthStart would be favourable predisposed towards entrepreneurs who believe in "Frugal innovation" in our focus areas mentioned below: Status Of the Sapphire Industry - LED Taiwan 8 GHOST CAPACITY AND IRRATIONAL INVESTMENT IN CHINA Strong incentive to increase capacity even if there is no market GDP growth through Corporate Access - Home - NOMURA Print page Global Events Below is a list of forthcoming Global Equity Events in 2016 Dates are subject to changes please continue to visit this website for more Edwards Lifesciences the leader in heart valves Design manufacturing and marketing of tissue heart valves and related repair products Features product specifications and applications as well as investor details IMD business school for management and leadership courses Degree programs Executive MBA (EMBA) Envisioning the FutureSetting Strategic DirectionFocusing Relentlessly on CustomersDriving InnovationPracticing FierceBiotech - Biotech Industry Biotech News Read the latest biotechnology articles on biotech industry leaders emerging biotech companies FDA decisions VC deals and other biotech industry news InPlay from Briefingcom 7:36 pm Petrobras Brasileiro clarifies that there are no negotiations in progress to create strategic alliance with Exxon Mobil : Petrobras reinforces Doing business in Switzerland: Switzerland trade and 52 Biotechnology and pharmaceuticals Switzerland has a leading position in the global pharmaceutical and biotech industries The city of Basel is a European centre Our Members zigbee alliance Global leaders creating innovative products and services for the Internet of Things The zigbee alliance has attracted some of the most innovative and well-known
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