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- W236479308 abstract "The cost pressure in developed countries has stimulated many companies to shift theirsupplier base towards low cost countries. Under this background, the Machinery ExportDivision (MED) in Elof Hansson (EH) is also heading for a new strategy, which may implythe re‐branding of the products sourced from China under a brand owned by EH, so as toincrease the business and strengthen its position in global markets.The purposes of this thesis are to identify the added value EH can provide in this newstrategy, discover the viewpoints from different actors in EH’s business work regarding thenew strategy and investigate the possible consequences and requirements of EH MEDwhen implementing the new strategy.The conclusion indicates that, the primary added values EH can provide are financing,shipping and market knowledge. Regarding the reflections on the new branding strategy,the authors discovered that EH is quite positive to re‐brand the products under EH’s brandwhile the Chinese suppliers are eager to promote their own brands but also expressedtheir willingness to create a new brand jointly owned by EH. Surprisingly, the customersinvolved in this study are not so concerned about this new branding strategy.When it comes to the possible consequences, it can be observed that Brand Effect is foundto have some influence in the decision making process among different actors but not thedominant element, however. Country of Origin Effect is also proved to play a role in somemarkets, but not so strong and can be moderated by some other factors such as acompetitive price and a prestigious brand name. Concerning the requirements, theauthors are convinced that the consensus and strategic cooperation with the Chinesesuppliers are essential for EH’s future success when implementing the new strategy sincethey are all aiming for long term and close relationships with business partners, on thebasis of mutual trust and common goals.Finally, the authors come up with some recommendations for EH MED, such as setting uplocal offices in China to take care of the quality control and other activities required in thenew branding strategy, making investments on R&D to enhance the suppliers’ productdevelopment capability, establishing service centres in target markets to guaranteecustomer satisfaction, etc. In a nutshell, the authors suggest that EH MED should enhanceits communication with all the actors in its business network, try to fulfil their expectationson the new strategy and achieve a win‐win situation in the future." @default.
- W236479308 created "2016-06-24" @default.
- W236479308 creator A5019732469 @default.
- W236479308 date "2009-01-01" @default.
- W236479308 modified "2023-09-27" @default.
- W236479308 title "Sourcing from China. The case of re-branding in Elof Hansson MED" @default.
- W236479308 hasPublicationYear "2009" @default.
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