Prof. Jeongwen Chiang: Luxury Brands and Localization

Press/Media: Newspaper ArticlesInterview


CEIBS Professor and Department Chair of Marketing Dr. Jeongwen Chiang analyses how international luxury brands expand in the Chinese market as they introduce their products in second- and third-tier cities. He also explores the strategy these companies follow in order to get closer to the local Chinese culture.

Period22 Aug 2013

Media contributions


Media contributions


  • Interview