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1. 1. An Exploration of the Contributing Factors - How can Chinese Apparel Companies build Global Brands in the European Market?

   University essay from Institutionen för ekonomi

   Author : Xiaodong (Christina) Li; Wanli (William) Huang; Xiaobin (Jordan) Zhang; [2005]
   Keywords : ;

   Abstract : Nowadays having a global brand is essential in the business world and it is a goal for some Chinese apparel companies to pursue. The main purpose of this dissertation was to investigate the different views on the importance of the key factors influencing global brand building among the European customers, Chinese clothing companies and European apparel enterprises, and also to give some suggestions to Chinese apparel companies that have the intention to build strong brands in the European market. READ MORE