BUSINESS

By Alice de Jonge Studies have shown that companies perform better when there is an equal representation of women at senior levels. However, some countries...

By Xiangming Chen & Ivan Su China is now the largest trading nation in the world, with strong ties to Africa, Latin and America and...

By Xin Wang and Justin Ren Why has there been hardly any successful entry into China’s e-commerce market by western firms? From consumer-to-consumer markets to...

By Peter Nolan China’s ‘catch-up’ has been one of the most remarkable aspects of the era of capitalist globalisation. Below, Peter Nolan argues that the...

By Xiangming Chen & Curtis StoneIntegrating with Southeast Asia is a key component of China’s multi-pronged regionalisation around its borders as its global rise...

By Miguel A. Ariño & Mª Luisa Blazquez Although the economic and social evolution of China in the last three decades has been remarkable, there...

By Deborah Bräutigam You think you know what China is doing in Africa. You’ve seen the headlines: the Chinese arrived in Africa a few years...

By Didier Cossin & Abraham LuSince its dual IPOs in 2007, the Industrial and Commercial Bank of China Limited (ICBC), one of the largest...

By Saul Estrin Professor Saul Estrin examines China's growth as a global leader, and its growing global reach resulting from Foreign Direct Investment. As well...

By Wu Zhiyan, Janet Borgerson & Jonathan Schroeder Global brand literacy is expanding rapidly, as is the appeal of brand identity, for a growing number of brand conscious Chinese consumers. Below, Wu Zhiyan, Janet Borgerson and Jonathan Schroeder examine how Chinese branding efforts express significant aspects of Chinese brand culture, and explore the possibilities and processes of constructing global Chinese brands. Our research on Chinese brand culture investigates the processes and possibilities of developing global brands via a brand culture approach. Often, studies in international marketing and consumer research overlook the ways in which brand development adapts to market conditions and, importantly, contributes to public discourse. Although contexts and situations may be acknowledged to influence, if not determine, brand meanings, the co creative power of multiple brand actors is often overlooked. In contrast, a brand culture approach directs our attention to shifts and changes that occur through repeated interactions between various actors across time and space. In this way, a cultural analysis of brand development draws attention to emerging new knowledge around the co creation and circulation of brands and cultures, highlighting gaps in previous approaches. Culture, which includes aspects of particular histories and moments of creative innovation, can be perceived as a resource upon which branding processes and practices can draw. Yet, there are many ways in which branding processes and practices – and brands themselves – go beyond this subsidiary role, and indeed, co create culture.