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Published in:
2013 | OriginalPaper | Chapter
Perceptions of Chinese and Indian Brand Personalities in Germany
Authors : Heidi Kreppel, Dirk Holtbrügge
Published in: Multinationals and Global Consumers
Publisher: Palgrave Macmillan UK
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The past decade has seen an increasing number of companies from emerging markets entering the international marketplace (Aulakh, 2007; Gammeltoft et al., 2010). In particular, many Chinese and Indian companies are going international (Alon et al., 2009; Hansen, 2009). Prominent examples include Haier and Lenovo from China, and Wipro and Infosys from India, all of which have evolved from small start-ups into multinational corporations (MNCs) within a period of less than 20 years (Jinsheng and Ye, 2003; Hamm, 2006; Zhijun, 2006; Kumar, 2009).