BUSINESS

By Xiangming Chen and Julia Mardeusz  Since 2013, economic and trade relations between China and Europe have grown significantly. In this article, the authors look...

By Yougang Chen, Jeongmin Seong and Jonathan Woetzel Some 18 months ago, the McKinsey Global Institute published a report on the explosive growth of e-tailing...

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 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 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.

By Cheris Shun-ching Chan How does a market for a new product emerge in the face of cultural barriers? Marketing life insurance in China has...

By David De Cremer and Jess Zhang In today’s global context, Chinese companies face significant challenges in internationalising their services – not least that posed...

By Yung Chul Park, Hugh Patrick, and Larry Meissner In what ways, and to what degree, has the financial system mattered, and what roles has...

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 & 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...