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
has 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 operate with extreme
caution when dealing with the world's second-largest economy.
The book argues that interest in buying and personal pleasure is the
most common feature of Chinese modern life. It provides a historical
context for Chinese consumers' nationalism and characteristics of each
wave. It answers questions of how Chinese nationalism has changed in
recent years and what consequences would the emerged new wave lead to.
It looks at the different type of consumer nationalistic actions in
China and their
consequences with cases. It argues that China's emergence as the world's
number two economy carries
political implications that complicate the ambitions of multinational
businesses. It discusses some major consumer nationalistic actions in
China in the past five years, and proposes a number of pragmatic
strategies that could have been taken by some companies in terms of
reputation management. The book concludes that the rise of nationalism
and governments that interfere in markets pose a threat to the global
economic system.
