Brand identity and communication strategies: how IKEA become a popular brand in China
60 pages (15000 words)
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... Introduction 0. Introduction Globalisation has opened a new economic interrelationship among nations across the globe (Soros 2002; Stiglizt 2009). It has minimised, if not totally removed, economic boundaries existing among nations, thereby, establishing freer movements of goods, services, culture, products, capital, and people (Suarez-Orozco and Qin-Hilliard 2004). Globalisation, as an economic policy, serves as an impetus for countries to reformulate their international trade policies. In this regard, China’s transformation of her foreign economic trade – from close door policy to open door policy – has established opportunities that have drastically changed the landscape of Chinese economic...