On the Renaissance of Domestic Brands in China

A. Watts, L. Pitt, J. Napoli and M. Ewing

This article is inspired by a somewhat counter-intuitive phenomenon that has recently been highlighted in the contemporary business literature, but which does not appear to have been examined within a peer-reviewed environment.

On the Renaissance of Chinese Brands

Michael T. EwingMonash UniversityJulie Napoli & Leyland E. PittCurtin University of Technology andAlistair WattsACNielsen

INTRODUCTION

For many Western multinational corporations (WMNCs), the search for new markets is an ongoing and enduring challenge. The dynamic global environment that has seen geographic boundaries diminish and centrally controlled economies transformed presents unprecedented marketing opportunities. One of the last remaining bastions for WMNCs is the People's Republic of China (PRC). The sheer size of the population, the country's rapid industrialisation coupled with unprecedented economic growth, and the relaxation of central...

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