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Globalization and Economic Nationalism in Asia$
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Anthony P. D'Costa

Print publication date: 2012

Print ISBN-13: 9780199646210

Published to Oxford Scholarship Online: September 2012

DOI: 10.1093/acprof:oso/9780199646210.001.0001

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A new “brand” of Chinese economic nationalism: from China made to China managed

A new “brand” of Chinese economic nationalism: from China made to China managed

(p.202) 9 A new “brand” of Chinese economic nationalism: from China made to China managed
Globalization and Economic Nationalism in Asia

Karl Gerth

Oxford University Press

In this chapter, an aggressive form of Chinese economic nationalism is examined. It documents how since the early 1990s economic nationalism in China has evolved away from orthodox economic nationalist concerns about protecting the home market from foreign products, services, and capital toward owning and managing domestically and internationally competitive brands. The discussion shows that this transition is not accidental but is an explicit goal of current Chinese state policy. Joining WTO meant that China has had to comply with new trade rules liberalizing its markets for goods and services. Intuitively, this implies the demise of economic nationalism, something that is part of a “flat world” wherein borders and nationalities finally surrender to competitive advantage. However, the chapter demonstrates quite the opposite: that the obligations of WTO membership have actually helped push China toward a newer, more sophisticated form of economic nationalism, namely, branding.

Keywords:   China, branding, WTO, foreign products, competitive advantage

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