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研究生:魏莉雅
研究生(外文):Natalia Kosińska
論文名稱:Recontextualization of brand: comparison study of Huawei in China and Poland
論文名稱(外文):Recontextualization of brand: comparison study of Huawei in China and Poland
指導教授:歐素華歐素華引用關係
指導教授(外文):Ou, Su-Hua
口試委員:黃哲盛吳吉政
口試委員(外文):Huang Je-ShengWu, Jei-Zheng
口試日期:2019-06-13
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:英文
論文頁數:84
中文關鍵詞:Huaweismartphone marketrecontextualization theorybrand imageknowledge brokers
外文關鍵詞:Huaweismartphone marketrecontextualization theorybrand imageknowledge brokers
相關次數:
  • 被引用被引用:1
  • 點閱點閱:103
  • 評分評分:
  • 下載下載:11
  • 收藏至我的研究室書目清單書目收藏:0
Huawei applied the strategy of recontextualization in the process of building its brand recognition on the Polish market which created an interesting problem for analysis for this thesis. Its main purpose was to examine the notion of brand recontextualization on the basis of a comparison case study of Huawei on its home and foreign markets. Further objective of this research paper was to identify the gap between producer-centered recontextualization and customer-centered recontextualization of Huawei brand in Poland. Data was collected from the company’s websites, competitors’ analyses, branded retail spaces, social media platforms and comparative articles and videos available online. As a result of data examination, it was found out that Huawei used customer-centered recontextualization to transfer its assets onto the Polish market. Moreover, the company communicated its brand messages with help of two types of knowledge brokers – niche key opinion leaders belonging to various industries and a brand ambassador coming from the football industry. The author observed high activity of Huawei on popular social media channels where focus was put on community building and products’ innovative features. As opposed to the home market, superstars such as actors associated with mass culture were not incorporated into marketing strategies of Huawei in Poland. The research showed that foreignness is one of the most important challenges that multinational enterprises need to tackle when entering a foreign market, but at the same time it creates opportunities for them to learn and gain valuable insights from foreign audiences which can foster innovations and improvements in many areas such as branding and marketing communications. All the valuable findings led the author to formulate suggestions both for Asian companies entering European markets and European companies seeking to do business in Asia and emphasize that branding plays a crucial role in the process as it helps products be differentiated from their competitors’ and allows brands to succeed abroad.
Huawei applied the strategy of recontextualization in the process of building its brand recognition on the Polish market which created an interesting problem for analysis for this thesis. Its main purpose was to examine the notion of brand recontextualization on the basis of a comparison case study of Huawei on its home and foreign markets. Further objective of this research paper was to identify the gap between producer-centered recontextualization and customer-centered recontextualization of Huawei brand in Poland. Data was collected from the company’s websites, competitors’ analyses, branded retail spaces, social media platforms and comparative articles and videos available online. As a result of data examination, it was found out that Huawei used customer-centered recontextualization to transfer its assets onto the Polish market. Moreover, the company communicated its brand messages with help of two types of knowledge brokers – niche key opinion leaders belonging to various industries and a brand ambassador coming from the football industry. The author observed high activity of Huawei on popular social media channels where focus was put on community building and products’ innovative features. As opposed to the home market, superstars such as actors associated with mass culture were not incorporated into marketing strategies of Huawei in Poland. The research showed that foreignness is one of the most important challenges that multinational enterprises need to tackle when entering a foreign market, but at the same time it creates opportunities for them to learn and gain valuable insights from foreign audiences which can foster innovations and improvements in many areas such as branding and marketing communications. All the valuable findings led the author to formulate suggestions both for Asian companies entering European markets and European companies seeking to do business in Asia and emphasize that branding plays a crucial role in the process as it helps products be differentiated from their competitors’ and allows brands to succeed abroad.
Abstract i
Acknowledgement ii
Table of Contents iii
List of Tables iv
List of Figures v
Chapter 1. Introduction 1
1.1. Asian products as a new trend on the Polish smartphone market 1
1.2. Huawei on the Polish market 4
1.3. General theories 6
1.4. Objectives of this research 8
Chapter 2. Theoretical context 10
2.1. Co-evolution of MNEs and the institutional environment 10
2.2. Recontextualization theory 11
2.3. The influence of local communities on organizations 21
Chapter 3. Research method 23
3.1. Introduction 23
3.2. The choice of qualitative research method 25
3.3. Data collection 26
3.4. Case introduction 28
3.5. Data analysis 34
Chapter 4. Research findings 36
4.1. Original context – China 36
4.2. Foreign market context – Poland 49
4.3. Findings 64
Chapter 5. Contributions 68
5.1. Theoretical contribution 68
5.2. Practical contribution 71
5.3. Conclusion 75
5.4. Limitations 76
References 78

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