Date of Award
Dr. Rebecca Jones
Dr. Ray Franklin
Professor Tiffany Eurich
As China continues to play a more integral role in the global economy, the ability to do business in, with, and from China is of the utmost importance. With the country's nascent transformation from a manufacturing economy to a value-added hub of innovation, Chinese companies face new challenges in communicating their brands and values abroad, and their Western counterparts face equal if not greater challenges in maintaining their market share on a global scale.
Communication will be the key to success in this dynamic environment. This paper will explore some of the unique China stories of prominent global organizations-- how they have succeeded in localizing both their products and brands in and from China, what factors play a critical role in cross-culture consumer behaviors, and what the future may hold for the evolving international business marketplace.
Bowman, Molly Catherine, "Brands Crossing Borders: Cross-cultural Issues in Brand Localization in and from China" (2015). Honors Theses. 185.
Advertising and Promotion Management Commons, International and Intercultural Communication Commons, International Business Commons, International Economics Commons, Public Relations and Advertising Commons