Ecosystem Perspective Analysis of the Cross-border Development of Chinese Brands
Abstract
ecosystem axis. It, through analyzing integration of resources on cross-border e-commerce websites, co-creation of user values, and ecological collaboration between businesses and third-party partners, brings out interactive relations and value creation processes between different
players in the brand globalization process. The article indicates that brand enhancing resources of platforms, user interaction and strategic alliance are very important and can assist as theoretical guide to enterprises in developing the internationalization strategies and optimization of
their cross-border processes. The current paper develops a theoretical framework of Chinese brand cross-border development ecosystem and
defines some management recommendations to develop sustainably and create value.
Keywords
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DOI: http://dx.doi.org/10.70711/memf.v3i2.8841
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