Dalian Wanda Group: A Chinese Conglomerate Transforming into a Global Brand
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The “made in China” stigma has overshadowed Chinese companies for decades; it is now time to end it. As it managed to create a strong brand image for itself in Mainland China, Dalian Wanda Group is now seeking to achieve a new goal: being a world leading luxury brand. Through this case study, we will analyze the conglomerate, discuss success factors and establish recommendations. The case will provide insights on globalization, branding, luxury and high quality market, as well as insights on liability of foreignness in the context of the real estate and entertainment industry.
Abstract
The “made in China” stigma has overshadowed Chinese companies for decades; it is now time to end it. As it managed to create a strong brand image for itself in Mainland China, Dalian Wanda Group is now seeking to achieve a new goal: being a world leading luxury brand. Through this case study, we will analyze the conglomerate, discuss success factors and establish recommendations. The case will provide insights on globalization, branding, luxury and high quality market, as well as insights on liability of foreignness in the context of the real estate and entertainment industry.
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