From Local Champions to Global Players: A Comparative Study of Chinese Automotive Brands’ Global Strategies across the Timeline
Purpose – The purpose of this paper is to examine how Chinese automotive brands evolve from local to global players through different internationalization strategies and how they have to elevate their brands in the minds of consumers to reach global success. Design/methodology/approach – A longitudinal case and qualitative study of the Chinese brands: Geely, BYD, and SAIC (MG)’s internationalizat
