On the Renaissance of Domestic Brands in China

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


For many Western multinational corporations (WMNCs), the search for new markets...

Not a subscriber?

Schedule your live demo with our team today