Research On Native Brand Internationalization Growth Maneuver

Aiming to solve the problem that domestic firms can't make the right decision in the selection process of brand international growth strategies, from the perspective of firm ability and resource, this article will research on the issue how to choose a perfect brand international growth strategy, based on the theory of brand international growth strategies, firm ability theory and resource-based view of firm. In this paper, focusing on anglicizing the logic relationship between firm ability and firm resource, and the logic relationship between selection of brand international growth strategies and firm ability, it comes to the conclusion that the selection of brand international growth strategies is decided by firm ability and figure out a method. With the help of the method, firms may have a comprehensive and clear view about their ability and special requirement of the strategies. It will not only help to improve the firms' decision-making level of brand strategy and enhance international competitive advantage, but also hold great theoretical value and practical significance for domestic firms to realize the development of firm internationalization with brand as the carrier.