China leads all emerging markets with 89 companies on the latest Fortune Global 500 list of the world’s largest. Yet it does not have a single representative on Interbrand’s list of the top 100 global brands. Also, while China’s outward-bound foreign direct investment (FDI) has grown from an annual average of below $3 billion before 2005 to more than $60 billion in 2010 and 2011, only one third of Chinese companies have seen international revenue meet expectations, according to Accenture.
How Chinese Companies Can Develop Global Brands
They need to seek overseas partnerships, redesign their organizations, and rebrand from the inside out.
November 20, 2013