Dow Corning Success in China

Waldemar A. Pförtsch. (First Author), Vickie Huang (Participant Author)

    科研成果: 其它稿件案例

    摘要

    In 2008, Dow Corning was one of the largest providers of silicon products in the world, and was the market leader in China. With its dual branding strategy, it managed to escape commoditization and provide multiple-channel access for its diverse customer groups. Due to consistent internal and external brand management, its low-end brand, Xiameter, was established, which was able to compete with low-cost providers and thus avoid price wars. Growth in the silicon market slowed down, however, and Dow Corning was now trying to decide whether to extend its market segmentation to other areas, particularly in China. The question was whether this kind of move would put the dual branding strategy at risk and result in diluting brand equity.
    源语言英语
    页数16
    已出版 - 1 1月 2009

    Case number

    MKT-14-044

    Case normative number

    MKT-14-044-CE

    Case type

    Field

    Update date

    2016-06-18

    Published by

    China Europe International Business School

    关键词

    • B2B(Business-to-business)
    • Brand Strategy
    • Market Entry
    • Market Segmentation
    • Sales Channel

    案例学科表

    • 市场营销

    案例行业表

    • 制造

    指纹

    探究 'Dow Corning Success in China' 的科研主题。它们共同构成独一无二的指纹。

    引用此