Description

Book Synopsis

China has made nationalism central as the country seeks to achieve a rejuvenation of the Chinese nation. The new wave of consumer nationalism in China reached a fever pitch in recent years. This book will be the first book that systematically analyzes the different waves of consumer nationalism in China, the types of its nationalistic consumer actions, and the critical impact of the new wave which has increased the possibility of a consumer base that could turn hostile at any moment.

It argues that the outbursts of nationalist consumer outrage have become an increasing risk for businesses in China or businesses dealing with Chinese markets and that as China faces growing diplomatic challenges abroad, multinational companies need to enhance focus and strategic planning in communication operations when dealing with the world's second-largest economy.

Consumer Nationalism in China

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A Hardback by Maggie Ying Jiang

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    View other formats and editions of Consumer Nationalism in China by Maggie Ying Jiang

    Publisher: Anthem Press
    Publication Date: 1/14/2024
    ISBN13: 9781839982859, 978-1839982859
    ISBN10: 1839982853
    Also in:
    International business

    Description

    Book Synopsis

    China has made nationalism central as the country seeks to achieve a rejuvenation of the Chinese nation. The new wave of consumer nationalism in China reached a fever pitch in recent years. This book will be the first book that systematically analyzes the different waves of consumer nationalism in China, the types of its nationalistic consumer actions, and the critical impact of the new wave which has increased the possibility of a consumer base that could turn hostile at any moment.

    It argues that the outbursts of nationalist consumer outrage have become an increasing risk for businesses in China or businesses dealing with Chinese markets and that as China faces growing diplomatic challenges abroad, multinational companies need to enhance focus and strategic planning in communication operations when dealing with the world's second-largest economy.

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