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Brand Management in Chinese Cross-Border Mergers and Acquisitions Project

The paper also identified how a brand management strategy can be constructed and it takes into account the influences of country-of-origin image, corporate brand and brand portfolio to obtain a granular view of post-acquisition brand management.

This research project has received international media attention and funding support from the British Academy, the Sino-British Fellowship Trust and the Schoeller Foundation for Business and Society in Germany.