Lecture

The Rise of Chinese Multinationals

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In course

HUM-249: Competing with China

Le cours sensibilise les étudiant·e·s aux implications de l'émergence de la Chine comme puissance économique et technologique en portant une réflexion critique sur les défis posés par cette transition. ...

Description

This lecture delves into the emergence of Chinese multinationals on the international stage, exploring the impact of companies like Huawei and Xiaomi. The instructor discusses the challenges these companies face in becoming global brands, touching on issues such as investment strategies, business models, and the importance of data. Through case studies and comparisons with Western brands, the lecture highlights the rapid growth and influence of Chinese companies in various sectors. The debate between students further examines the complexities of international expansion and the potential obstacles faced by Chinese brands in the global market.

Instructor

Marc Laperrouza

Marc is a scientist and lecturer at the Swiss Federal Institute of Technology (EPFL) and at the University of Lausanne (HEC). Marc obtained his PhD on China's telecommunication reforms from the London School of Economics. He holds a Master Degree in International Management (HEC, 1997) and an undergraduate degree in Business Management from the University of Lausanne (1993). He studied Chinese Language and Economics for two years at Fudan University, Shanghai (1993-1995) and one semester at the Richard Ivey School of Business, University of Western Ontario, Canada (1996). Marc was previously senior research associate at EPFL working on the coherence between institutional and technological governance in infrastructures (2007-2011). In a former life, he worked as a research analyst at Swiss Re and at McKinseys Business Technology Office. He served as deputy director and senior advisor to the Evian Group, a think tank based at IMD (Lausanne, Switzerland) and lectures regularly on China and emerging markets at undergraduate, graduate and executive levels. Marc contributes frequently to Swiss media. He is the Founder and President of the bonopro association and recipient of the Swiss Re Civilian Service Prize (2011).

Official source

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Brand management

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Brand equity

Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name. The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands. In the research literature, brand equity has been studied from two different perspectives: cognitive psychology and information economics.

Brand

A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands.

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An investment fund is a way of investing money alongside other investors in order to benefit from the inherent advantages of working as part of a group such as reducing the risks of the investment by a significant percentage. These advantages include an ability to: hire professional investment managers, who may offer better returns and more adequate risk management; benefit from economies of scale, i.e., lower transaction costs; increase the asset diversification to reduce some unsystematic risk.

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