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
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;
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
DOI :
10.1109/ICMSS.2010.5577674
