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Consumer Nationalism in China
Examining its Critical Impact on Multinational Businesses
By Maggie Ying Jiang
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.
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About This Book
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.
Reviews
“Western Australia is home to many companies with a history of direct trade with China. Professor Maggie Jiang of the University of Western Australia provides a timely reminder that, as China’s economy continues to grow, what motivates Chinese consumers will be ever more important for international brands.” — Deidre Willmott, Deputy Chair, Perth USAsia Centre
“With much of international discourse on China focussed on the increasingly consolidated top po-litical leadership, Maggie Ying Jiang provides a detailed and well researched assessment of Chinese consumer cohorts, the rapidly changing landscape of consumer nationalism, and how these fit within both an era of geo-strategic competition and corporate efforts to de-risk.” — Professor Gordon Flake, CEO, Perth USAsia Centre at The University of Western Australia
“Maggie Ying Jiang’s Consumer Nationalism in China is an essential reading for academics and corporate readers interested in contemporary China, as analyze how Chinese consumers have shifted from overseas to homegrown
good with pride. It offers a cautionary tale for multinational corporations that offend national sentiment; when and if they cross the nationalist line, they can suffer from consumer boycotts, driven by the pervasive social media networks.”— Emeritus Professor Greg McCarthy, School of Social Sciences, University of Western Australia
The book takes a divergent approach in handling its subjects. It presents a detailed analysis of challenges and repercussions that multinational corporations encounter within the Chinese marketplace, underscoring the imperative for these entities to close the knowledge gap and thereby mitigating operational perils. - The Journal of International Communication
Author Information
Maggie Ying Jiang is currently a tenured Associate Professor in the School of Social Sciences at UWA. Maggie’s research interests and publications mainly include cross-cultural communication, social media, and public relations. She also conducts strategic communication training for a wide range of organizations.
Series
China in the 21st Century
Table of Contents
Acknowledgments; 1. Introduction; 2. Consumerism and Modern China; 3. Nationalism and the Great Rejuvenation of the Chinese Nation; 4. Typology Study of Chinese Consumer Nationalism; 5. Growing Risk for Multinational Businesses; 6. Managing Risks (Consumer Nationalism Resilience Scale); 7. Conclusion; Appendix; Bibliography; Index
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