BUSINESS

By Jaume Ribera and Weiyin Yang To help managers make better decisions about sourcing in China, it’s useful to look at perspectives from a Chinese...

By Steven G. Rogelberg and Micaela Zebroski With our calendars booked, the thought of adding an additional, regularly occurring meeting on top of all we...

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.

There are probably only a handful of people who don’t know of Jack Ma, but it’s a guarantee most people you meet have at...

By Xiangming Chen A Preamble I published my first article “China and Latin America” in The European Financial Review in 2012 to launch this magazine’s “China...

By Michael J. Silverstein, Abheek Singhi, Carol Liao & David Michael When Irene Rosenfeld became CEO of Kraft Foods in June 2006, she became the...

The Taiwanese market has become a hub for business and has been drawing so many investors in the last couple of years. Being a...

By Daniel Gervais and John Nay Only “persons” can engage with the legal system – for example, by signing contracts or filing lawsuits. There are two...

By Shireen Kanji  UK deputy prime minister Dominic Raab recently resigned following the publication of a report into workplace complaints about his conduct, including bullying...

There is no doubt in anyone's mind that the COVID-19 pandemic has changed the way we did business drastically in 2020. Many businesses are...