Wed 21 September
Organised by:
Institute of Development Studies
Asia-Pacific Technology Network
Supported by:
Urquhart-Dykes & Lord
Chair
Speakers
Chinese brands such as Lenovo, Baidu, Alibaba and Huwaei are becoming well known in Asia, and are starting to gain visibility in the West. However, for most Chinese companies, the development of a global brand is a distant dream, so a single Chinese company can make 80% of the electrical extension leads which are sold in the UK, but none of them are sold under its brand. As such companies grow, are they developing their own brands and are any of these gaining traction in global markets? What are the dynamics of the wider acceptance of Chinese brands? What are the implications for China and the West?
This seminar will report on the findings of a major ESRC project which has looked at this phenomenon. As project leader, Lizbeth has surveyed the experiences of over 200 Chinese companies and has personally interviewed 30 Chinese CEOs.
Location: Asia House, 63 New Cavendish Street, London, W1G 7LP
Nearest tube station: Oxford Circus or Regent's Park
Timing: Registration from 17:00: seminar from 17:30 - 19.15 (followed by refreshments)
Pricing:
To Register your interest- please send your details (name, institutional affiliation, email address, phone number - and the category you come under) to biz22@aptn.org
Dr Lizbeth Navas-Alemán
Dr Lizbeth Navas-Aleman is a Research Fellow with the Globalisation team at the Institute of Development Studies (IDS), Brighton. A socio-economist with over 15 years experience in the field of industrial organisation, she carries out academic research, training and consultancy on private sector development, value chain analysis and cluster competitiveness in Latin America, Asia and Europe. Clients include the Inter-American Development Bank, ILO, Ford Foundation, UNIDO, UNDP, ITC, UNCTAD and government agencies in emerging economies. Academic contributions involve advancing measurement tools for governance and upgrading attainment by firms and clusters from emerging economies operating in global and national value chains; highlighting the role of domestic markets in the acquisition of higher value-added capabilities (marketing and branding) and analysing how ‘multichain’ strategies may increase SME competitiveness. Dr Navas-Aleman is the Programme convenor for the MA in Development Studies and teaches the course ‘Competing in the Global Economy’ at IDS.
Selected Projects and Recent Work
Rosie Jamieson
Rosie graduated from De Montfort university in 1995 with a first class degree in footwear design. Her first job was junior footwear designer for Hush Puppies UK as part of British Shoe Corporation in 1995. She has also worked at ISA Holdings ltd as a footwear designer, at Browning Enterprises Ltd as a sales account manager / product developer, and at Sacha London as an account manager / product developer. She is 38 years old, married with 1 child and has been working in the footwear industry for 16 years.
She started at Goldline in early 2004 as design manager with 1 designer and has helped to grow the turn-over from approx £6.2 million to approx £18.5 million in 2010 with a team of 6 designers. She was promoted to the board of directors in 2007 and has enjoyed contributing to the growth and success of the business at strategy level while continuing to design for key customer accounts.
Goldline UK ltd is a well-respected footwear design and import company based in Kettering, supplying high street retailers like M&S, Debenhams, BHS, Tesco etc. All styles are designed in-house, samples are made in Chinese factories and submitted to UK buyers for selection, orders are placed through Goldline with the factories for volume production. Quality standards, production schedules and shipping logistics are managed by Goldline to allow customers to buy under either f.o.b or fully delivered terms.
Goldline has been working in China since 2004 and now has a stable base of 11 factories. They also work with a factory in Vietnam and have previously worked with factories in South Africa and India. Goldline continually investigates new factories and opportunities but takes care to maintain quality and ethical standards to support their reputation and their customers' needs.
Mac Cato
has a fifty-year perspective on global branding. He was the founder of Cato Johnson, a global creative marketing firm, acquired by Young & Rubican, later merged as Wunderman Cato Johnson. Wunderman is now one of the world’s foremost Consumer Relationship marketing agencies and a major player in China. Mac also started Cato Gobe and helped build Desgrippes Cato Gobe into a global creative force. Still active as a strategic consultant (www.catodangoor.com) he concentrates mostly on his writing.He is the author of Go Logo! A handbook to the Art of Global Branding. 12 Keys to Creating Successful Global brands. Currently, he is completeing work on the next book in the series, Go Logo China! A Handbook to the Art & Science of Emotional branding. His clients have included such global branders as P&G, Unilever, L’Oreal, Coca Cola, Philip Morris, Nissan, Ford, Mercedes Benz, Diageo, Heneken, and many others.