Chinese Innovation and Branding Leaps: Introduction

Serdar S. Durmusoglu

Chapter 1 in Chinese Innovation and Branding Leaps, 2022, pp 1-5 from World Scientific Publishing Co. Pte. Ltd.

Abstract: A previous volume of the Series on Innovation and Knowledge Management discussed managing organizational complexities in the rapidly developing Chinese market through case studies of many leading firms such as Haier, China Mobile, and Damai. This volume primarily takes a different look at China and focuses on providing conceptual and empirical (both case-based and survey-based) studies on the challenges faced and lessons learned regarding the “management of innovation, knowledge management, and branding” by Chinese firms in the global arena. In that regard, I hope this book highlights some of the recent innovations and branding efforts by leading and emerging Chinese firms. As many of us spending considerable time in Asia and China are surprisingly aware, many Western business and political leaders still seem to wrongly view and/or portray China as the world’s manufacturing district as well as a heaven for copycat products. Furthermore, this book also aims to assist foreign firms as they are introducing new products and managing their branding efforts in Chinese markets…

Keywords: Innovation; Branding; China; Asia; Online Marketplace; Entrepreneurship; Neuro-Linguistic Programming (NLP) (search for similar items in EconPapers)
JEL-codes: L26 M31 O31 (search for similar items in EconPapers)
Date: 2022
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