Analysis of the global mindset on Chinese brands: Implications and analysis of the global and Western mindsets on the positioning of Chinese premium brands in the international marketplace

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dc.contributor.authorLarsson, Lukas
dc.date.accessioned2024-07-23T22:56:01Z
dc.date.available2024-07-23T22:56:01Z
dc.date.issued2017
dc.description.abstractChina has long been a global manufacturing powerhouse. Having endured a rapid industrialization process that included the boom in manufacturing consisting largely of low‐end products, China has undergone substantial changes and is now home to a large number of high‐end, premium brands and products. These products struggle to obtain the level of premium positioning in foreign markets that they possess within mainland China where they compete with global luxury brands. Unlike corporations such as Apple in China, the Chinese counterparts including Lenovo and Huawei often struggle globally. This paper examines the reasons and fallacies behind these issues through a variety of lenses, including consumer mindset, legal framework, national security, and governmental policy. In addition to the aforementioned corporations, the paper touches on the actions and positioning of state‐owned and privately held Chinese corporations, including foreign joint ventures such as those with BMW and the Chinese National Offshore Oil Corporation. The aging demographic and changing policies in China and the influence this exerts on the future developments and positioning of these Chinese corporations on the international stage is also touched on. Summarily, this paper closely analyzes these factors in assessing the barriers that face luxury or high‐end Chinese brands and products in an ever more globalized world.
dc.description.reviewstatusReviewed
dc.description.scholarlevelUndergraduate
dc.identifier.citationLarsson, L. (2017). Analysis of the global mindset on Chinese brands: Implications and analysis of the global and Western mindsets on the positioning of Chinese premium brands in the international marketplace. Bachelor of Commerce Best Business Research Papers, 10, 52–60.
dc.identifier.urihttps://hdl.handle.net/1828/16829
dc.language.isoen
dc.publisherBachelor of Commerce Best Business Research Papers
dc.titleAnalysis of the global mindset on Chinese brands: Implications and analysis of the global and Western mindsets on the positioning of Chinese premium brands in the international marketplace
dc.typeArticle

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Bachelor of Commerce Best Business Research Papers, Vol. 10 (June 2017)
 
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