Exploratory case study : re-branding China
Lim, Xue Ying
Neo, Gwendolyn Wei Lin
Date of Issue2008
College of Business (Nanyang Business School)
This Applied Research Report focuses on the issue of poor product quality amidst the manufacturing sector of China which is commonly dubbed ‘the world’s factory’. Through in-depth understanding of the dynamics of the country’s manufacturing sector, consumers’ perception of Chinese-made products, and negative as well as positive aspects of other countries’ manufacturing sectors, this report attempts to conduct an analysis of the “Made-in-China” phenomenon and thereby identify the problems and possible solutions to improve the image of the Chinese label.
Final Year Project (FYP)
Nanyang Technological University