Brand Storm from China: An Evolutionary Journey from OEMs to Chinese Global Brands

Thu, 15 Nov 2012 2:00 PM

Abstract

In this talk, Dr Wan will share the insight from her book-in-progress “Brand Storm from China.” With her team, Dr Wan had spent 20 months doing the field work, analyzing secondary data and interviewing top executives of China’s growing global brands such as Mindray (NYSE: MR, medical instrument,), Lenovo (Nasdaq: LNVGY.PK, computer electronics), TCL (SZSE 000100, Multimedia), ZTE (SEHK: 0763, provider of telecommunication equipment and network), Baidu (NASDAQ: BIDU, Internet Search Provider), BYD (BYD Co. Ltd, HKG: HK 1211, specializes in IT, automobile and new energy). She will discuss the drivers explaining these firms’ rapid growth and rising status on the global stage. Wild East and Spinning Wheel are the first two sections depicting the institutional and business environment and mindset of today’s China. Speedy Imitation and Village to City are the last two sections delineating the core strategies Chinese firms adopt to outperform their MNC peers both in domestic and global markets. Lastly, Dr Wan will contrast the pathways of brand building of both incumbent North American MNCs and the ones from China.

Speaker

Professor Fang Wan is an Associate Professor of Marketing, Ross Johnson Research fellow at the Asper School of Business of the University of Manitoba, Canada. She joined Aper School in 2003. Her research interests include Brand Management, Cross-Cultural Consumer Behavior and Media and Advertising Effects. Professor Wan has published more than 30 articles some of which appeared in Organization Behavior and Human Decision Process, Journal of Personality and Social Psychology, Journal of Business Ethics, Journal of advertising and Journal of Interactive Marketing. Dr Wan has also been pursuing an approach to teach, research and consult on branding.

With Dr Wan’s Brand Consortium, a brand consulting platform she created for business communities, she and her team have provided brand consultation services to Canadian and Chinese companies, ranging from small family business to industry conglomerates, representing a vast number of industries. Her brand workshops have won raving reviews from participants on both sides of the Pacific Ocean. Actively pursued by professional and business communities as a guest speaker, Dr Wan has been applauded as a powerful speaker who inspires and energizes her audience.

Time
2–3:30 pm, November 15, 2012

Place
SFU at Harbour Centre (room 1600)
515 West Hastings Street, Vancouver
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