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

INTRODUCTION

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

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