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As a rising superpower and economy, China and the Chinese society have attracted the attention of the world. However, because of the language and cultural barrier, it is difficult for foreign academics and the foreign public to grasp what is happening within Chinese society. This is particularly the case if a foreign audience wishes to understand the Chinese public and how social justice plays out in China. Cases on Social Justice in China and Perspectives on Chinese Brands proposes an objective view of the effect that social justice and online public debates had on brands by describing and reporting the real situation in China where brands faced a public outcry after a controversial event and by considering how the brands were affected. Covering key topics such as brand activity, social media, boycotts, vulgar marketing, and salary disputes, this reference work is ideal for government officials, policymakers, researchers, scholars, academicians, practitioners, instructors, and students.

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9781668449561

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Youssef El Haoussine is a researcher and professional from France. He has a background in Physic-Chemistry and Corporate Entrepreneurship. He has been working in China for more than 5 years as a production manager for a French printing consumable retailer, developing a manufacturer network and monitoring the production in China and Europe. In 2013, he decided to turn to a more academic career. His research focused on consumer behavior in China. After that, he became a researcher for the Sun Yat-sen University International School Of Business And Finance specializing in B2B Branding strategies for Chinese factories and the Belt Road Initiative. He is regularly invited by trade organizations to provide the latest development on B2B marketing strategies. He is currently an Assistant Professor in the Faculty of Business and Management at the Beijing Normal University-Hong Kong Baptist University United International College.

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