New Business, New Babies: Proposing a Sociological Analysis of Consuming Early Childhood Development Service in China

Gehui Zhang , University of Illinois at Urbana-Champaign, USA
This paper, using Gymborre, one of the best renowned global brands in early childhood development industry as a case study, aims to provide a cultural embeddedness framework to understand the recent development of ECD market in China through a preliminary analysis of its rapid franchise expansion in Chinese market.
[ to cite ]:
Gehui Zhang (2011) ,"New Business, New Babies: Proposing a Sociological Analysis of Consuming Early Childhood Development Service in China", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.