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Note publique d'information : China has made nationalism central as the country seeks to achieve a "rejuvenation
of the Chinese nation." The new wave of consumer nationalism in China reached a fever
pitch in recent years. This book will be the first book that systematically analyzes
the different waves of consumer nationalism in China, the types of its nationalistic
consumer actions, and the critical impact of the new wave which has increased the
possibility of a consumer base that could turn hostile at any moment. It argues that
the outbursts of nationalist consumer outrage have become an increasing risk for businesses
in China or businesses dealing with Chinese markets and that as China faces growing
diplomatic challenges abroad, multinational companies need to enhance focus and strategic
planning in communication operations when dealing with the world's second-largest
economy
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