DocumentCode
2185043
Title
Transformation and Upgrading of Brand Agents in Global Value Chains: A Case Study
Author
Ma Hai-yan ; Shen Ming
Author_Institution
Sch. of Econ. & Manage., China Univ. of Geosci., Wuhan, China
fYear
2010
fDate
24-26 Aug. 2010
Firstpage
1
Lastpage
4
Abstract
Facing with the captive global value chain of capturing, how can Chinese local agencies surmount the control of brand leaders and achieve the transformation from OEM to OBM? In this paper, a case study on Guangdong Redstone Fashion Co. Ltd will be discussed, which reflects the business leader´s vision, the accumulation of entrepreneurial talents and capabilities, as well as the governments´ construction of an enabling environment for enterprise which has a imperative impact on the upgrading of the brand agency. This paper puts forward suggestions through two levels of both the state and enterprises.
Keywords
clothing industry; market research; Chinese; Guangdong Redstone Fashion Co. Ltd; brand agent transformation; brand agent upgrading; business leader vision; entrepreneurial capabilities; entrepreneurial talents; global value chains; Biological system modeling; Companies; Foundries; Industries; Lead;
fLanguage
English
Publisher
ieee
Conference_Titel
Management and Service Science (MASS), 2010 International Conference on
Conference_Location
Wuhan
Print_ISBN
978-1-4244-5325-2
Electronic_ISBN
978-1-4244-5326-9
Type
conf
DOI
10.1109/ICMSS.2010.5577674
Filename
5577674
Link To Document