Would a "Rose" in Chinese Smell as Sweet?

5 Pages Posted: 18 Jun 2007

See all articles by Nader T. T. Tavassoli

Nader T. T. Tavassoli

London Business School - Department of Marketing

Abstract

Marketers must be aware of the differences inherent in processing the Chinese and English languages, asserts Nader Tavassoli, as brand names can have both intended and unintended meanings.

Suggested Citation

Tavassoli, Nader T. T., Would a "Rose" in Chinese Smell as Sweet?. Business Strategy Review, Vol. 18, No. 2, pp. 35-39, Summer 2007. Available at SSRN: https://ssrn.com/abstract=992501 or http://dx.doi.org/10.1111/j.1467-8616.2007.00466.x

Nader T. T. Tavassoli (Contact Author)

London Business School - Department of Marketing ( email )

Sussex Place
Regent's Park
London, NW1 4SA
United Kingdom

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