Under the context of the ‘Trade War,’ Chinese multinational corporations are experiencing difficulty in overseas markets due to retarded globalization. Therefore, they have become increasingly aware of the significance of presenting themselves to foreign markets through ‘telling good stories.’ Narratives in these contexts are reframed from Chinese into English corporate profiles of these multinational corporations, so as to present the corporate identities of these corporations as more acceptable to target foreign stakeholders. This paper purports to investigate how profiles of Chinese corporations in the domestic market are reframed for overseas markets. Tthis paper thus creates a case study of English corporate identities of the corporate profiles of the CRRC (China Railway Rolling Stock Corporation), the world’s largest supplier of rail transit equipment. A combination of content analysis and thematic analysis is used in the data analysis. Narrative reframing strategies from source to the target texts are examined and analyzed by content analysis. Thematic analysis is employed for identifying the corporate identities constructed through this data.
The narrative constitution of identity: A relational and network approach