Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/162313
Authors: 
Mao, Ning
McAleer, Michael
Year of Publication: 
2017
Series/Report no.: 
Tinbergen Institute Discussion Paper 17-047/III
Abstract: 
Under anti-globalization and isolationism, China is seeking to portray itself as a new leader for globalization under the banner of the Silk Road initiative. Meanwhile, China’s traditional and comparatively advantaged industry, silk, has faced dire predicaments and challenges for long time, and needs a transformation in terms of initiatives. Throughout history, the prosperity arising from silk was supposed to represent a microcosm of Chinese society. This paper searches the breakthrough point to improve the current dilemma of Chinese silk enterprises; uses a Case Study for inductive reasoning that is feasible for marketing strategies; and provides a strategy to help Chinese silk enterprises to transform their market positioning and operating modes to obtain better development opportunities. The paper also analyzes the new external environment based on the “One Belt, One Road” principle, which is of crucial importance for the implementation of new marketing strategies.
Subjects: 
China
Silk
Company Strategy
National Strategy
Transformation
Chinese Trade
JEL: 
O24
P33
Q27
Document Type: 
Working Paper

Files in This Item:
File
Size
216.88 kB





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.