Research Handbook on the Globalization of Chinese Firms
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Research Handbook on the Globalization of Chinese Firms

Edited by Craig C. Julian, Zafar U. Ahmed and Junqian Xu

This comprehensive research Handbook encompasses an expansive range of perspectives on the globalization process of Chinese firms. Eminent global scholars provide contributions on a variety of topics, including: • industrial innovation; • technological innovation and learning; • the performance of Chinese international joint ventures,; • the global consumer; • Foreign Direct Investment (FDI) including barriers to FDI and FDI in China’s hinterland areas; • the globalization of Chinese business practices in Africa; • the Human Resource Management Transfer Process; • Corporate Information Disclosure in China’s Stock Market; and • the home employment effect.
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Chapter 9: The consumer's role in globalization and management innovation

Meng Tao, Dong Dahai and Zhang Yuan


Futurist Toffler predicted that human civilization would march toward 'individualized civilization of reuniting producers and consumers'. This prediction should become a reality. In the era of the network economy and the knowledge economy, consumers already have unprecedented knowledge and skills, therefore their demands, roles and rights of custom is changing with the boundary between producers and consumers becoming more and more blurred. As a result, the 'prosumer' is creating individualized products to suit their demands. However, there are only a few studies about the prosumer. As such, the questions that drive this study are as follows: _ How has the prosumer emerged? _ What is its driving force? _ What changes have occurred in the consumer's role? _ How to utilize prosumers' intelligence and give some suggestion to companies?

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