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Branding the Middle Kingdom

by Hovancsek, Daniel Louis

Abstract

For some, the Chinese collective mentality has proved an insurmountable barrier for foreign direct investment in China, while others have ridden it to success. Engrained in the culture, this decidedly eastern perspective has become somewhat imperative knowledge for any business that looks for success in the Middle Kingdom. Through annual reports and letters to shareholders we can understand corporate intent, while analysis of advertisements can shed light on companies localization strategies. Successful companies incorporated localization strategies of nationalism, collectivism, and heightened sensitivity to local tastes. These advertising tendencies along with joint venture opportunities and effective brand management have been key components to bring Western strategies to the East.

Note

Colorado College Honor Code upheld.

Includes bibliographical references.

Administrative Notes

Colorado College Honor Code upheld.

Copyright
Copyright restrictions apply.
Publisher
Colorado College
PID
coccc:6916
Digital Origin
born digital
Extent
61 pages : illustrations (some color)
Thesis
Senior Thesis -- Colorado College
Thesis Advisor
Stimpert, Larry
Department/Program
Economics and Business
Degree Name
bachelor
Degree Type
Bachelor of Arts
Degree Grantor
Colorado College
Date Issued
2013