The national image of global brands

As the Chinese use characters based on ideograms, international brands have to choose a proper Chinese name for the market. This paper presents the findings from a detailed study of the Chinese names of 100 international brands along three dimensions: translation methods, cultural values and brand positioning. The main findings are: a) in choosing a new name the meaning is given more emphasis than its sound though it is still desirable to maintain phonetic links to the original; b) after linguistic issues, the three most important factors affecting renaming are: reflecting product benefits, brand positioning and cultural values. The translation gives an international brand not just a Chinese name, but also a distinctive local image; c) global brand and local image is a paradox to be addressed. In the previous studies localising an international brand is largely viewed as a passive translation process. This study has shown that renaming can be a value-added process. It provides an opportunity to re-cast the brand in the new market, creating a unique global-local image that enhances the original’s brand equity

Research on joint ventures in China: progress and prognosis

Previous published studies on international joint ventures (JVs) in China are reviewed and assessed by summarising important research patterns. A model of management of international JVs in China is developed which emphasises the central theme of cross-cultural management. Dimensions in research on international JVs in China and directions for future research are also discussed

Made in China

China has a long history in commerce and marketing. For many centuries, 'Made in China' was a high quality, prestige label imported exclusively for the royals and the rich. This paper traces the history of Made in China and reports current branding practice in the world’s largest market

Questioning Guanxi: Definition, classification and implications

Despite the growing interests among both academics and practitioners in the west, the concept of guanxi is not much questioned and there is considerable confusion about its implications for business. This paper explores the nature of guanxi by using a multiple definition approach. It defines guanxi as the process of social interactions and argues that the existence of guanxi base (special relationship) does not produce guanxi. The paper classifies guanxi into three categories: family, helper and business; and critically examines the role of guanxi in business. The paper has drawn up some important conclusions. (1) The potential benefits of guanxi are mainly tactical rather than strategic. (2) Guanxi, as a personal asset, cannot be a source of competitive advantage. (3) The guanxi between a businessperson and a government official is inherently corrupt and ethically questionable. (4) As guanxi has an impact on the wider public, it should be studied in the context of all stakeholders. (5) Guanxi’s role in business will eventually diminish as China moves towards a more open market system

Children’s buying behaviour in China: A study of their information sources

Purpose Reports an empirical study on children’s buying behaviour in China with a special focus on their information sources. Design /Methodology The key literature on consumer socialisation of children is reviewed. Primary data was collected from a sample of 155 children aged 10 to 13 using questionnaire survey. Various statistical methods such as Pearson correlation and tests were employed to analyse the data. Findings Chinese children regard TV commercials as an important information source for new product. However, they place greater level of trust in interpersonal information sources, especially in their parents who are perceived as the most credible information source with respect to their learning about new food products. Originality /Value The study has made a contribution to the extant literature on Chinese children as consumer. The findings would be valuable in assisting companies, specially those in the food industry, to have a better understanding of Chinese children’s buying behaviour

Marque in the making

This is an edited extract of a research paper that looks at the challenges facing Chinese companies keen to expand into the global market. How can quality marques shake off the negative country-of-origin effect and emerge as serious brands

Ethical branding and corporate reputation

This paper explores the concept of ethical branding and its link to corporate reputation. Brands have traditionally been studied only as an economic construct. Brands, as a social construct, have not yet been fully understood due to the lack of research. A corporate brand is a vital part of the corporate reputation management. An ethical brand enhances the firm’s reputation; such a reputation reinforces the brand in turn. On the other hand, any unethical behaviour will severely damage or even destroy the total intangible asset as evidenced by the recent high profile corporate scandals. Ethical branding could provide the company with a differential advantage as a growing number of consumers become more ethically conscious

Guanxi’s consequences: Personal gains at social cost

Is guanxi ethical? This question is largely ignored in the existing literature. As guanxi has an impact on the wider public other than the guanxi parties, it must be studied in the context of all stakeholders. This paper examines the ethical dimension of guanxi by focusing on the consequences of guanxi in business, from ethically misgiving behaviour to outright corruption. Guanxi may brings benefits to individuals as well as the organisations they represent but these benefits are obtained at the expense of other individuals or firms and is thus detrimental to society. It can be argued that guanxi is an inevitable evil under the current political and socio-economic systems in China. Its role and importance in business life will be diminished as the country moves towards an open market system

Advertising and public relations in china

This paper presents an overview of the advertising and PR industry in China with some of the latest statistical information

New transformation of Wigner operator in phase space quantum mechanics for the two-mode entangled case

As a natural extension of Fan's paper (arXiv: 0903.1769vl [quant-ph]) by employing the formula of operators' Weyl ordering expansion and the bipartite entangled state representation we find new two-fold complex integration transformation about the Wigner operator (in its entangled form) in phase space quantum mechanics and its inverse transformation. In this way, some operator ordering problems can be solved and the contents of phase space quantum mechanics can be enriched.Comment: 8 pages, 0 figure