Avenir des produits "Made in China" dans le nouveau contexte international
|Authors:||Da Silva, Imelda|
|Abstract:||This paper focuses on the perception of international consumers of "Made in China". The fundamental research question is: what role does international trade play in China's current and future development and how do international consumers perceive the Chinese brand? To answer the research question, the first article offers a theoretical perspective on the role of international trade in China's current and future development. Through a systematic review of the literature, this article has focused on the place of international trade in the Chinese economy; the viability of the "Made in China 2025" program, the core of China's "upmarket" strategy; the fundamental challenges in the development of China's international trade in a context of significant conflicts with the Americans and in the post-COVID-19 world; the strategies implemented by China to face the current challenges. This not only filled the gaps in the literature but also positioned this research in relation to future lines of research on transnational differences in the perception of "Made in China". In the second article, the transnational differences in the perception of "Made in China", the perception of international consumers, are discussed. Thus, this article has explored through "Made in China" how the image of the country influences international consumers differently. To this end, interviews were conducted in Benin, Canada, and China. The analysis of the results shows on the one hand that international consumers perceive "Made in China" products differently depending on the economic level of their country. On the other hand, the quality of Chinese products, the accessibility of products at the base of the pyramid, the asymmetry of information at the consumer level and the strategic choice of Chinese product design are among the arguments on which international consumers base their analysis. This provides knowledge for emerging countries wishing to develop their brand.|
|Document Type:||Mémoire de maîtrise|
|Open Access Date:||15 November 2021|
|Collection:||Thèses et mémoires|
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