Human capital and brand innovation in China: The case of Geely Automobile from 2007 to 2011

Abstract

This is a qualitative empirical study that contributes to the field human capital and brand innovation in China with regards specifically to the top level management of Chinese grown and owned enterprises. Using a tri-pronged framework of analysis based on grounded theory, critical discourse analysis and visual semiotics, this study focuses in particular on the recent growth of Geely Automobile, that is part of the Zhejiang Geely Holding Group Co. Ltd., tracing both its human capital development at top level management and how its management steers the organization's brand innovation in relation to its full acquisition of Volvo Cars that continues to carry a strong Swedish branding and heritage.