Hisense's Group Bonded Football Marketing Empowers Positive Overseas Development Inspiring Chinese Enterprises' Globalization with Long-Termism from Literature Review
DOI:
https://doi.org/10.54097/2vtv2827Keywords:
Hisense Group, Football Marketing, long-termism, Positive Overseas Development, Chinese Enterprises’ GlobalizationAbstract
Chinese enterprises have been going global for years with the gradual rise of influence and capability, as globalization enters a period of profound adjustment, how to achieve sustainable development and become real multinational enterprises has become a core objective for Chinese enterprises' globalization. This article takes Hisense Group as a core case study, systematically reviewing relevant literature on football marketing, positive overseas development, long-term strategy, and analyzing the internal logic behind Hisense's achievement of dual growth in overseas brand value and market performance through long-term football marketing. Existing research confirms the core role of long-termism in enterprises’ globalization, this case further provides a practical experience for Chinese counterparts, revealing that long-termism is a key guarantee for them to establish a sustainable way of positiveness and consistency.
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