Collaborative Management Framework for Cross-regional Brand Expansion: Cultural Adaptation, Service Standardization and Supply Chain Management

¹ School of Economics and Management Tongji University, 200040 Zhangwu Road, Shanghai, China
² International Education Cooperation College Tianjin Commercial University, 300134 Beichen District, Tianjin, China
³ Sino-German Institute of Design and Communication Zhejiang Wanli University, 315000 Yinzhou District, Ningbo, Zhejiang, China

^* Corresponding author: 2022015424@zwu.edu.cn

Abstract

Against the backdrop of intensified global competition, cross-regional brand expansion faces multiple challenges such as cultural adaptation, service standardization, and supply chain management. This paper adopts a multi-case analysis method to extract the innovative practices of successful brands in balancing localization needs and globalization strategies and constructs a “brand expansion collaborative management model”. The model integrates the key elements of the three dimensions of adaptation layer, standard layer, and operation layer. The study found that the three-layer collaboration needs to resolve contradictions through a dynamic balance mechanism: the flexibility of the adaptation layer needs to supplement the constraints of the standard layer, and the efficiency goals of the operation layer need to support the realization of the first two. On this basis, feasible suggestions are put forward: formulate a “core-edge-standardization” strategy, establish a cross-departmental collaborative decision-making mechanism, and develop an intelligent data management platform. The research conclusion shows that through system integration, brands can gain sustained competitive advantages in global expansion and provide theoretical support and practical paths for cross-regional strategies.