IEEE - Institute of Electrical and Electronics Engineers, Inc. - Transformation and Upgrading of Brand Agents in Global Value Chains: A Case Study

2010 International Conference on Management and Service Science (MASS 2010)

Author(s): Ma Hai-yan ; Shen Ming
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 August 2010
Conference Location: Wuhan, China, China
Conference Date: 24 August 2010
Page(s): 1 - 4
ISBN (CD): 978-1-4244-5326-9
ISBN (Paper): 978-1-4244-5325-2
DOI: 10.1109/ICMSS.2010.5577674
Regular:

facing with the captive global value chain of capturing, how can Chinese local agencies surmount the control of brand leaders and achieve the transformation from OEM to OBM? In this paper, a case... View More

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