Brand Development for International Businesses in OBOR Countries — Take Romberg-Sersa Rail Group and Huawei as Case Study

摘要

The main aim of this project was to explore the opportunities that One Belt One Road (OBOR) presents to companies to develop their international brands, and to point out some ofthe risks and challenges that come along. Using a multiple case study methodology, secondary data was collected and reviewed to explain what OBOR offers to Romberg-Sersa Rail Group and Huawei companies. It was discovered that excellent opportunities exist for both companies to expand into new markets in the OBOR region. On the other hand, there are also potential risks and challenges. The paper concludes that the companies take advantage of the opportunities presented, but also take precautions and consider the risks and challenges.