China - Opportunities for International Media Businesses: Giving Historical Context, Media Import and Export

China - Opportunities for International Media Businesses: Giving Historical Context, Media Import and Export

Author: Torsten Hoffmann

Publisher: diplom.de

Published: 2012-03-01

Total Pages: 57

ISBN-13: 3863416066

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"The presence of television is influencing the future of China in ways that no other technology or human agency can" (J. Lull). Given its' importance, both culturally and politically, the television industry is one of the most interesting industries in China. However, a quick review of regulations and market realities showed that there are virtually no foreign channels in the country and probably won’t be for a while; therefore the focus of this report is foreign television content entering China - and, to a slightly lesser degree, Chinese content in global markets. All video genres are discussed here, with news and current affairs programming being a special case. The first part of this report is a short introduction that includes the history of political influence and a review of existing regulations. After this overview, the industry and major players (namely CCTV, Xinhua, News Corp, Phoenix, Disney, Discovery, Viacom) are introduced and analyzed. Here, the issue of cultural imperialism, or Western media influence, is elaborated on. Then, the paper discusses the opportunities for international firms in the Chinese media market and the tension between Government control and market liberalisation. A compelling answer to the question of who will dominate the domestic market in ten years is developed. Finally, the impact of Chinese content on international markets will be assessed within the same timeframe. This is particularly interesting as media is not a traditional manufacturing industry and poses different challenges i.e. creative skills.


Book Synopsis China - Opportunities for International Media Businesses: Giving Historical Context, Media Import and Export by : Torsten Hoffmann

Download or read book China - Opportunities for International Media Businesses: Giving Historical Context, Media Import and Export written by Torsten Hoffmann and published by diplom.de. This book was released on 2012-03-01 with total page 57 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The presence of television is influencing the future of China in ways that no other technology or human agency can" (J. Lull). Given its' importance, both culturally and politically, the television industry is one of the most interesting industries in China. However, a quick review of regulations and market realities showed that there are virtually no foreign channels in the country and probably won’t be for a while; therefore the focus of this report is foreign television content entering China - and, to a slightly lesser degree, Chinese content in global markets. All video genres are discussed here, with news and current affairs programming being a special case. The first part of this report is a short introduction that includes the history of political influence and a review of existing regulations. After this overview, the industry and major players (namely CCTV, Xinhua, News Corp, Phoenix, Disney, Discovery, Viacom) are introduced and analyzed. Here, the issue of cultural imperialism, or Western media influence, is elaborated on. Then, the paper discusses the opportunities for international firms in the Chinese media market and the tension between Government control and market liberalisation. A compelling answer to the question of who will dominate the domestic market in ten years is developed. Finally, the impact of Chinese content on international markets will be assessed within the same timeframe. This is particularly interesting as media is not a traditional manufacturing industry and poses different challenges i.e. creative skills.

Business Communication Practices

Business Communication Practices

Author: Uma Narula

Publisher: Atlantic Publishers & Dist

Published: 2006

Total Pages: 396

ISBN-13: 9788126906017

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Business Communication Practices That Are Changing Overtime, Are Significant For Success Of Any Business. Relying Importantly On Interpersonal Communications And Technology, The Changing Modern Trends In Business Communications Focus On The Importance Of Human Communication Relationships For Business Communication Links, Communication Skills And Development And Training Programs. While The Mass Low-End Markets, The Bottom Of The Pyramid, And Rural Markets Are Getting The Center Spread For Business Realities, Globalization With Its Challenges And Outsourcing Is Changing The Business Communication Scenarios. In 2000 Decades, The Business Management Scholars, Teachers And Trainers, Researchers, Practitioners, Professionals, And Educators Look Forward To Changing Business Communication Scenarios For Core Competencies In Business.The Present Book Is A Timely Publication, Aiming At Presenting The Ongoing Paradigm Shift In Business Communication Practices In Cohesive And Understandable Pattern. It Gives The Readers Insights About Communication Realities In The Business World. It Introduces The Readers To Business Communication Typology, Contexts And Patterns. Highlighting The Inflow And Outflow Of Information And Sharing With The External And Internal Links Of The Business Organization, The Book Discusses The Dynamics Of Business Communications In The Context Of Performance And Productivity. Besides, Marketing From Its Various Approaches, And Innovations Of Products And Services Are Also Discussed In Detail. Apart From These, The Role Of Advertisement, Public Relations Tactics, Communication Technologies And Skills, Varied Business Models And Many Other Related Concepts Have Been Analytically Dealt With.The Present Book Is Offered To The Students, Researchers, Professionals And Practitioners With The Hope That It Will Provide Not Only Accessible But Exciting Study Material.


Book Synopsis Business Communication Practices by : Uma Narula

Download or read book Business Communication Practices written by Uma Narula and published by Atlantic Publishers & Dist. This book was released on 2006 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt: Business Communication Practices That Are Changing Overtime, Are Significant For Success Of Any Business. Relying Importantly On Interpersonal Communications And Technology, The Changing Modern Trends In Business Communications Focus On The Importance Of Human Communication Relationships For Business Communication Links, Communication Skills And Development And Training Programs. While The Mass Low-End Markets, The Bottom Of The Pyramid, And Rural Markets Are Getting The Center Spread For Business Realities, Globalization With Its Challenges And Outsourcing Is Changing The Business Communication Scenarios. In 2000 Decades, The Business Management Scholars, Teachers And Trainers, Researchers, Practitioners, Professionals, And Educators Look Forward To Changing Business Communication Scenarios For Core Competencies In Business.The Present Book Is A Timely Publication, Aiming At Presenting The Ongoing Paradigm Shift In Business Communication Practices In Cohesive And Understandable Pattern. It Gives The Readers Insights About Communication Realities In The Business World. It Introduces The Readers To Business Communication Typology, Contexts And Patterns. Highlighting The Inflow And Outflow Of Information And Sharing With The External And Internal Links Of The Business Organization, The Book Discusses The Dynamics Of Business Communications In The Context Of Performance And Productivity. Besides, Marketing From Its Various Approaches, And Innovations Of Products And Services Are Also Discussed In Detail. Apart From These, The Role Of Advertisement, Public Relations Tactics, Communication Technologies And Skills, Varied Business Models And Many Other Related Concepts Have Been Analytically Dealt With.The Present Book Is Offered To The Students, Researchers, Professionals And Practitioners With The Hope That It Will Provide Not Only Accessible But Exciting Study Material.

Chinese Media, Global Contexts

Chinese Media, Global Contexts

Author: Lee Chin-Chuan

Publisher: Routledge

Published: 2003-09-02

Total Pages: 570

ISBN-13: 1134412401

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Virtually every major media, information and telecommunications enterprise in the world is significantly tied to China. This volume provides the most expert, up-to-date and multidisciplinary analyses on how the contemporary media function in what has rapidly become the world's biggest market. As the West, particularly the United States, tries to integrate China into the global market economy, the book examines how globalizing forces clash with Chinese nationalism to shape China's media discourses and ideology. It also analyses the role of the media as a site of resistance within China to the ruling elite.


Book Synopsis Chinese Media, Global Contexts by : Lee Chin-Chuan

Download or read book Chinese Media, Global Contexts written by Lee Chin-Chuan and published by Routledge. This book was released on 2003-09-02 with total page 570 pages. Available in PDF, EPUB and Kindle. Book excerpt: Virtually every major media, information and telecommunications enterprise in the world is significantly tied to China. This volume provides the most expert, up-to-date and multidisciplinary analyses on how the contemporary media function in what has rapidly become the world's biggest market. As the West, particularly the United States, tries to integrate China into the global market economy, the book examines how globalizing forces clash with Chinese nationalism to shape China's media discourses and ideology. It also analyses the role of the media as a site of resistance within China to the ruling elite.

China and the Global Media Landscape

China and the Global Media Landscape

Author: Gabriele Balbi

Publisher: Cambridge Scholars Publishing

Published: 2019-07-25

Total Pages: 202

ISBN-13: 1527537420

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In the last decade, the Chinese media have imposed themselves in the global arena and have started to become a reference point, in business and cultural terms, for other national media systems. This book explores how the global media landscape was changed by this revolutionary trend, and why and how China is now playing a key role in guiding it. It is, on the one hand, a book on how the Chinese media system continues to take inspiration and to be shaped (or remapped) by American, European and Asian media companies, and, on the other, a volume on the ways in which recent Chinese media’s “going out” strategy is remapping the global media landscape. Organised into two sections, this book has eight chapters written by American, Chinese and European scholars. Focusing on different markets (such as the movie industry, the press, broadcasting, and the Internet), different regions and different actors (from Donald Trump to the Tanzania-Zambia Railway to journalists), this book provides a fresh interpretation on the main changes China has brought to the global media landscape.


Book Synopsis China and the Global Media Landscape by : Gabriele Balbi

Download or read book China and the Global Media Landscape written by Gabriele Balbi and published by Cambridge Scholars Publishing. This book was released on 2019-07-25 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the last decade, the Chinese media have imposed themselves in the global arena and have started to become a reference point, in business and cultural terms, for other national media systems. This book explores how the global media landscape was changed by this revolutionary trend, and why and how China is now playing a key role in guiding it. It is, on the one hand, a book on how the Chinese media system continues to take inspiration and to be shaped (or remapped) by American, European and Asian media companies, and, on the other, a volume on the ways in which recent Chinese media’s “going out” strategy is remapping the global media landscape. Organised into two sections, this book has eight chapters written by American, Chinese and European scholars. Focusing on different markets (such as the movie industry, the press, broadcasting, and the Internet), different regions and different actors (from Donald Trump to the Tanzania-Zambia Railway to journalists), this book provides a fresh interpretation on the main changes China has brought to the global media landscape.

China's Media Go Global

China's Media Go Global

Author: Daya Kishan Thussu

Publisher: Routledge

Published: 2017-11-27

Total Pages: 366

ISBN-13: 1317214617

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As part of its ‘going out’ strategy, China is using the media to promote its views and vision to the wider world and to counter negative images in the US-dominated international media. China’s Media Go Global, the first edited collection on this subject, evaluates how the unprecedented expansion of Chinese media and communications is changing the global media landscape and the role of China within it. Each chapter examines a different dimension of Chinese media’s globalization, from newspapers, radio, film and television, to social media and journalism. Topics include the rise of Chinese news networks, China Daily as an instrument of China’s public diplomacy and the discussion around the growth of China’s state media in Africa. Other chapters discuss entertainment television, financial media and the advertising market in China. Together, this collection of essays offers a comprehensive evaluation of complex debates concerning the impact of China on the international media landscape, and makes a distinctive addition to Chinese media studies, as well as to broader global media discourses. Beyond its primary readership among academics and students, China’s Media Go Global is aimed at the growing constituency of general readers, for whom the role of the media in globalization is of wider interest.


Book Synopsis China's Media Go Global by : Daya Kishan Thussu

Download or read book China's Media Go Global written by Daya Kishan Thussu and published by Routledge. This book was released on 2017-11-27 with total page 366 pages. Available in PDF, EPUB and Kindle. Book excerpt: As part of its ‘going out’ strategy, China is using the media to promote its views and vision to the wider world and to counter negative images in the US-dominated international media. China’s Media Go Global, the first edited collection on this subject, evaluates how the unprecedented expansion of Chinese media and communications is changing the global media landscape and the role of China within it. Each chapter examines a different dimension of Chinese media’s globalization, from newspapers, radio, film and television, to social media and journalism. Topics include the rise of Chinese news networks, China Daily as an instrument of China’s public diplomacy and the discussion around the growth of China’s state media in Africa. Other chapters discuss entertainment television, financial media and the advertising market in China. Together, this collection of essays offers a comprehensive evaluation of complex debates concerning the impact of China on the international media landscape, and makes a distinctive addition to Chinese media studies, as well as to broader global media discourses. Beyond its primary readership among academics and students, China’s Media Go Global is aimed at the growing constituency of general readers, for whom the role of the media in globalization is of wider interest.

Global Communication

Global Communication

Author: Thomas L. McPhail

Publisher: John Wiley & Sons

Published: 2019-10-11

Total Pages: 383

ISBN-13: 1119522250

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Discusses the players, theories, and trends that affect how the world communicates and gets their information This book is a definitive text on multinational communication and media conglomerates, exploring how global media influences both audiences and policy makers around the world. Comprehensively updated to reflect the many fast moving developments associated with this dynamic field, this new edition investigates who and where certain cultural products are coming from and why, and addresses issues and concerns about their impact all over the world. Global Communication: Theories, Stakeholders, and Trends, 5th Edition has been thoroughly updated with new content, trends, and conclusions, all based on the latest data. The book examines broadcasting, mass media, and news services ranging from MSNBC, MTV, and CNN to television sitcoms and Hollywood export markets. It investigates the roles of the major players, such as News Corp, Sony, the BBC, Disney, Bertelsmann, Viacom, and Time Warner, and probes the role of advertising and the Internet and their ability to transcend national boundaries and beliefs. New chapters look at the growing importance and significance of other major regions such as the media in the Middle East, Europe, and Asia. • Outlines the major institutions, individuals, corporations, technologies, and issues that are altering the international information, telecommunication, and broadcasting order • Focuses on a broad range of issues, including social media and new services like Netflix, as well as Arab and Asian media • Includes major updates on discussion of the Internet to incorporate global events over the last few years (such as Russian use thereof, Facebook, Google) • Looks at how streaming services such as Netflix, Amazon, Spotify, and more have emerged as dominant players in world entertainment • Offers an updated instructor’s website with an instructor’s manual, test banks, and student activities Global Communication: Theories, Stakeholders, and Trends, 5th Edition is intended as an upper-level, undergraduate text for students in courses on International/Global Communication, Global Media/Journalism, and Media Systems in Journalism, Communications, or Media Studies Departments.


Book Synopsis Global Communication by : Thomas L. McPhail

Download or read book Global Communication written by Thomas L. McPhail and published by John Wiley & Sons. This book was released on 2019-10-11 with total page 383 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discusses the players, theories, and trends that affect how the world communicates and gets their information This book is a definitive text on multinational communication and media conglomerates, exploring how global media influences both audiences and policy makers around the world. Comprehensively updated to reflect the many fast moving developments associated with this dynamic field, this new edition investigates who and where certain cultural products are coming from and why, and addresses issues and concerns about their impact all over the world. Global Communication: Theories, Stakeholders, and Trends, 5th Edition has been thoroughly updated with new content, trends, and conclusions, all based on the latest data. The book examines broadcasting, mass media, and news services ranging from MSNBC, MTV, and CNN to television sitcoms and Hollywood export markets. It investigates the roles of the major players, such as News Corp, Sony, the BBC, Disney, Bertelsmann, Viacom, and Time Warner, and probes the role of advertising and the Internet and their ability to transcend national boundaries and beliefs. New chapters look at the growing importance and significance of other major regions such as the media in the Middle East, Europe, and Asia. • Outlines the major institutions, individuals, corporations, technologies, and issues that are altering the international information, telecommunication, and broadcasting order • Focuses on a broad range of issues, including social media and new services like Netflix, as well as Arab and Asian media • Includes major updates on discussion of the Internet to incorporate global events over the last few years (such as Russian use thereof, Facebook, Google) • Looks at how streaming services such as Netflix, Amazon, Spotify, and more have emerged as dominant players in world entertainment • Offers an updated instructor’s website with an instructor’s manual, test banks, and student activities Global Communication: Theories, Stakeholders, and Trends, 5th Edition is intended as an upper-level, undergraduate text for students in courses on International/Global Communication, Global Media/Journalism, and Media Systems in Journalism, Communications, or Media Studies Departments.

Culture and Economy in the Age of Social Media

Culture and Economy in the Age of Social Media

Author: Christian Fuchs

Publisher: Routledge

Published: 2015-01-09

Total Pages: 435

ISBN-13: 1317558200

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Understanding social media requires us to engage with the individual and collective meanings that diverse stakeholders and participants give to platforms. It also requires us to analyse how social media companies try to make profits, how and which labour creates this profit, who creates social media ideologies, and the conditions under which such ideologies emerge. In short, understanding social media means coming to grips with the relationship between culture and the economy. In this thorough study, Christian Fuchs, one of the leading analysts of the Internet and social media, delves deeply into the subject by applying the approach of cultural materialism to social media, offering readers theoretical concepts, contemporary examples, and proposed opportunities for political intervention. Culture and Economy in the Age of Social Media is the ultimate resource for anyone who wants to understand culture and the economy in an era populated by social media platforms such as Twitter, Facebook, and Google in the West and Weibo, Renren, and Baidu in the East. Updating the analysis of thinkers such as Raymond Williams, Karl Marx, Ferruccio Rossi-Landi, and Dallas W. Smythe for the 21st century, Fuchs presents a version of Marxist cultural theory and cultural materialism that allows us to critically understand social media’s influence on culture and the economy.


Book Synopsis Culture and Economy in the Age of Social Media by : Christian Fuchs

Download or read book Culture and Economy in the Age of Social Media written by Christian Fuchs and published by Routledge. This book was released on 2015-01-09 with total page 435 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understanding social media requires us to engage with the individual and collective meanings that diverse stakeholders and participants give to platforms. It also requires us to analyse how social media companies try to make profits, how and which labour creates this profit, who creates social media ideologies, and the conditions under which such ideologies emerge. In short, understanding social media means coming to grips with the relationship between culture and the economy. In this thorough study, Christian Fuchs, one of the leading analysts of the Internet and social media, delves deeply into the subject by applying the approach of cultural materialism to social media, offering readers theoretical concepts, contemporary examples, and proposed opportunities for political intervention. Culture and Economy in the Age of Social Media is the ultimate resource for anyone who wants to understand culture and the economy in an era populated by social media platforms such as Twitter, Facebook, and Google in the West and Weibo, Renren, and Baidu in the East. Updating the analysis of thinkers such as Raymond Williams, Karl Marx, Ferruccio Rossi-Landi, and Dallas W. Smythe for the 21st century, Fuchs presents a version of Marxist cultural theory and cultural materialism that allows us to critically understand social media’s influence on culture and the economy.

Going Global

Going Global

Author: Susan C. Awe

Publisher: Bloomsbury Publishing USA

Published: 2009-08-25

Total Pages: 284

ISBN-13: 1598846957

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This title helps small and medium-sized enterprises discover the advantages and disadvantages of international business and plan their entry or expansion strategies. In an age where globalizing a business has gone from an innovation to an imperative, how can entrepreneurs make sure their small- and medium-sized enterprises (SMEs) are set up for maximum worldwide reach from the very beginning? Going Global: An Informational Sourcebook for Small and Medium-Sized Businesses is an extraordinary resource that points the way to a wealth of available print and web resources for helping SME owners research their international sales potential. Going Global offers separate chapters on such critical topics as how to do a business plan, how to analyze the competition and the market, how to find foreign customers, how to set up an international business, how to manage a global business, and how to use the Internet to its fullest. No matter what stage of entering international trade a company is in, its owners, managers, and stakeholders will be able to quickly and easily find the information and expertise they need to compete in a world-based economy.


Book Synopsis Going Global by : Susan C. Awe

Download or read book Going Global written by Susan C. Awe and published by Bloomsbury Publishing USA. This book was released on 2009-08-25 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title helps small and medium-sized enterprises discover the advantages and disadvantages of international business and plan their entry or expansion strategies. In an age where globalizing a business has gone from an innovation to an imperative, how can entrepreneurs make sure their small- and medium-sized enterprises (SMEs) are set up for maximum worldwide reach from the very beginning? Going Global: An Informational Sourcebook for Small and Medium-Sized Businesses is an extraordinary resource that points the way to a wealth of available print and web resources for helping SME owners research their international sales potential. Going Global offers separate chapters on such critical topics as how to do a business plan, how to analyze the competition and the market, how to find foreign customers, how to set up an international business, how to manage a global business, and how to use the Internet to its fullest. No matter what stage of entering international trade a company is in, its owners, managers, and stakeholders will be able to quickly and easily find the information and expertise they need to compete in a world-based economy.

Routledge Handbook of Chinese Media

Routledge Handbook of Chinese Media

Author: Gary D. Rawnsley

Publisher: Routledge

Published: 2015-04-24

Total Pages: 505

ISBN-13: 1317635922

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The study of Chinese media is a field that is growing and evolving at an exponential rate. Not only are the Chinese media a fascinating subject for analysis in their own right, but they also offer scholars and students a window to observe multi-directional flows of information, culture and communications within the contexts of globalization and regionalization. Moreover, the study of Chinese media provides an invaluable opportunity to test and refine the variety of communications theories that researchers have used to describe, analyse, compare and contrast systems of communications. The Routledge Handbook of Chinese Media is a prestigious reference work providing an overview of the study of Chinese media. Gary and Ming-Yeh Rawnsley bring together an interdisciplinary perspective with contributions by an international team of renowned scholars on subjects such as television, journalism and the internet and social media. Locating Chinese media within a regional setting by focusing on ‘Greater China’, the People’s Republic of China, Taiwan, Hong Kong, Macau and overseas Chinese communities; the chapters highlight the convergence of media and platforms in the region; and emphasise the multi-directional and trans-national character of media/information flows in East Asia. Contributing to the growing de-westernization of media and communications studies; this handbook is an essential and comprehensive reference work for students of all levels and scholars in the fields of Chinese Studies and Media Studies.


Book Synopsis Routledge Handbook of Chinese Media by : Gary D. Rawnsley

Download or read book Routledge Handbook of Chinese Media written by Gary D. Rawnsley and published by Routledge. This book was released on 2015-04-24 with total page 505 pages. Available in PDF, EPUB and Kindle. Book excerpt: The study of Chinese media is a field that is growing and evolving at an exponential rate. Not only are the Chinese media a fascinating subject for analysis in their own right, but they also offer scholars and students a window to observe multi-directional flows of information, culture and communications within the contexts of globalization and regionalization. Moreover, the study of Chinese media provides an invaluable opportunity to test and refine the variety of communications theories that researchers have used to describe, analyse, compare and contrast systems of communications. The Routledge Handbook of Chinese Media is a prestigious reference work providing an overview of the study of Chinese media. Gary and Ming-Yeh Rawnsley bring together an interdisciplinary perspective with contributions by an international team of renowned scholars on subjects such as television, journalism and the internet and social media. Locating Chinese media within a regional setting by focusing on ‘Greater China’, the People’s Republic of China, Taiwan, Hong Kong, Macau and overseas Chinese communities; the chapters highlight the convergence of media and platforms in the region; and emphasise the multi-directional and trans-national character of media/information flows in East Asia. Contributing to the growing de-westernization of media and communications studies; this handbook is an essential and comprehensive reference work for students of all levels and scholars in the fields of Chinese Studies and Media Studies.

International Brand Management of Chinese Companies

International Brand Management of Chinese Companies

Author: Sandra Bell

Publisher: Springer Science & Business Media

Published: 2008-03-29

Total Pages: 372

ISBN-13: 379082030X

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China is certainly doing its best to keep the world mesmerized by its e- nomic achievements. The Chinese economic growth story that begun 30 years ago has in terms of dynamics and duration long since surpassed all those “economic miracles” which have brought Germany, Japan, and the South East Asian Tigers into the top–league of the industrialized world. The rapid expansion of the Chinese economy has gone along with a fu- fledged re-integration of China into the global economic system. In the course of the last 30 years China has become a major player in the global economy and today is on a trajectory towards even greater prominence. In recent years, the Chinese economy seems to have reached an imp- tant threshold line of economic development and global integration. In the first quarter century of reform and global opening, Chinese enterprises have been largely confined to a ‘passive’ role in the global division of - bor. Foreign enterprises as the proprietors of greatly superior business models, production technologies, management models as well as very competitively established brands have been integrating Chinese players in their value chains and global operations. Lacking the necessary production technologies, products as well as marketing knowledge to successfully - dress OECD-consumers, Chinese enterprises have been hardly able to - ter the global markets without such guidance. Now, this constellation is changing.


Book Synopsis International Brand Management of Chinese Companies by : Sandra Bell

Download or read book International Brand Management of Chinese Companies written by Sandra Bell and published by Springer Science & Business Media. This book was released on 2008-03-29 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt: China is certainly doing its best to keep the world mesmerized by its e- nomic achievements. The Chinese economic growth story that begun 30 years ago has in terms of dynamics and duration long since surpassed all those “economic miracles” which have brought Germany, Japan, and the South East Asian Tigers into the top–league of the industrialized world. The rapid expansion of the Chinese economy has gone along with a fu- fledged re-integration of China into the global economic system. In the course of the last 30 years China has become a major player in the global economy and today is on a trajectory towards even greater prominence. In recent years, the Chinese economy seems to have reached an imp- tant threshold line of economic development and global integration. In the first quarter century of reform and global opening, Chinese enterprises have been largely confined to a ‘passive’ role in the global division of - bor. Foreign enterprises as the proprietors of greatly superior business models, production technologies, management models as well as very competitively established brands have been integrating Chinese players in their value chains and global operations. Lacking the necessary production technologies, products as well as marketing knowledge to successfully - dress OECD-consumers, Chinese enterprises have been hardly able to - ter the global markets without such guidance. Now, this constellation is changing.