This book presents a comprehensive examination of Chinese consumer behaviour and challenges the previously dichotomous interpretation of the consumption of Western and non-Western brands in China. The dominant position is that Chinese consumers are driven by a desire to imitate the lifestyles of...

The book is based on the hypothesis that a systematic analysis of the Chinese economic discourse is necessary in order to understand the underlying logic of Chinese economic development. The majority of works on the subject see China's economic development as a linear process of marketization or...