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After Ma Yingjeou's re‐election in 2012, Mainland China and Taiwan will continue cooperation in economic fields. The purpose of this paper is to undertake research on a bilateral investment agreement (BIA) between Mainland China and Taiwan.

The paper uses statistics to demonstrate the growing cross‐strait investment and incompetent contemporary investment protection mechanisms in Mainland China and Taiwan. The paper also compares laws in Mainland China and Taiwan and the investment protection agreements concluded by Mainland and Taiwan with other countries, respectively.

Based on the similarities of current laws and the investment protection agreements concluded by Mainland China and Taiwan with other countries, respectively, Mainland China and Taiwan can possibility agree upon major provisions of a BIA. Solutions are provided to both macro and micro challenges against a successful BIA.

It is hard to predict whether the BIA will promote political integration between Mainland China and Taiwan in the near future.

A BIA can boost investors' confidence.

This paper may serve as a humble reference for both the Mainland China and Taiwan government when negotiating the BIA.

Cross‐strait investment is an important and prosperous field in practice, but has not been fully explored in literature thus far. This Article aims to fill this gap.

Although the concept of branding has been considered extensively in products and services, branding in Chinese is a relatively emerging phenomenon. This paper aims to present the enlivenment of branding in Chinese within the cross‐strait markets of Taiwan and Mainland China, which underlies various ideologies.

This study primarily reviews literatures of brand and brand name translation, defines the essentiality of brand naming, and outlines the branding strategies for entering cross‐strait markets. Furthermore, this study validates the using of substantially interpreted brands that support the authors' four developed propositions.

This study compares substantially interpreted brands in cross‐strait markets with a reference to commonly used translation methods. The results illustrate interesting ideologies among cross‐strait markets and can help managers achieve global brand recognition.

Since China and Taiwan share the same Chinese culture, the qualitative method proposed by the present authors is more applicable to practitioners who are eager to pursue branding in cross‐strait markets. Thus, the relevant techniques may not be applicable to people less familiar with Chinese culture.

The qualitative case study provides an advisable method for branding in Chinese. The results of this study can provide greater understanding of the various ideologies in cross‐strait markets, as well as help managers achieve global brand recognition.

The various ideologies from branding is complex, especially for those involved with linguistic essentials. Previous research has mainly focused on managerial‐based branding and customer‐based branding. This paper extends the interest into enlivening inspirations.

This chapter investigates the evolution of cross-strait economic relations and Asian regional integration and its implications for future development in the region. Trade and investment in Asia is fundamentally market-driven, and cross-border FDI is the major driving force. This investment-induced trade explained the cross-strait economic relations and intensive trade in intra-industry and intra-regional trade in Asia. The rise of China in 1990s with the assistance of Taiwanese firms further accelerated the trend of integration by forming regional production networks. However, after 2000 institutional arrangement like bilateral or plural-lateral FTA emerged to normalize and institutionalize the de facto economic integration. RCEP and TPP have evolved as the two major platforms for Asian regional cooperation with two key players, China and the United States, on each side. We argue that in the long run the win-win solution that the two platforms will further merge into FTAAP, which benefits all participants including China and the United States. However, in the short run, based on its 50 years of developmental experience, Taiwan can play an important role to promote and consolidate Asian regional integration as a technology provider and resource coordinator for the region and a risk buffer for entering Chinese market. We thus propose a roadmap for Taiwan and China to jointly participate in regional integration process. In the intermediate run, Asian economies need to change the structure toward more regional-centered trade in final goods through domestic consumption market in order to reduce the dependence on Western markets and mitigate any loss may arise from external shocks.

Though there are still political turbulences, the economic cooperation between mainland China and Taiwan is inseparable. Cooperation between enterprises on both sides has become more frequent. Studying the similarities and differences between employees in Cross-Strait enterprises can contribute to human resource management. This paper aims to study the cultural difference between employees of mainland China and in Taiwan when facing psychological contract violations.

A total of 811 valid sample questionnaires were taken from Cross-Strait private enterprise employees. This research adopted partial least squares-structural equation model statistical analysis as an empirical research evaluation.

This study finds that psychological contract violation has a significant positive impact on turnover intention and a significant negative impact on organizational citizenship behavior (OCB) in the Chinese context. There exist cultural differences between the employees of mainland China and Taiwan. When facing psychological contract violation, it is found that employees from Taiwan are more likely to have a strong turnover intention but still keep higher job performance. Employees from mainland China are found to be more likely to have higher OCB.

The originality of this research lies in establishing a stronger theoretical model to understand employee behavior. This paper verifies the validity of this model under the Chinese context. Moreover, this paper verifies the cultural difference between Cross-Strait employees.

The purpose of this paper is to explain how post-1997 Hong Kong has been perceived in Taiwan and to critically evaluate the demonstration effects of Hong Kong under the “One Country, Two Systems” policy on cross-strait relations.

“Today’s Hong Kong, Tomorrow’s Taiwan” has become a dominant discourse in cross-strait relations in recent years. The paper has adopted discourse analysis of selected texts during and after the 2014 Sunflower Movement to elucidate the disapproval of the developments of post-handover Hong Kong and the construction of the Movement’s self-identity.

It has observed the following arguments which shaped the prevailing perceptions among critics of the “One Country, Two Systems” policy: political infiltration of China in Hong Kong could be extended to Taiwan in the sense that the Beijing authorities would adopt the identical approach to manipulate Taiwan through the cross-strait trading agreements; negative perceptions and images of China and Chinese capitals as a collective aggressor and a threat, raising fear and worries in both Hong Kong and Taiwan; and Kuomintang, as a ruling party at that time under the leadership of President Ma Ying-jeoh, was dismissed by protesters as an incompetent gatekeeper and defender of Taiwan’s interests.

The pervasive sentiments and perceptions about post-1997 Hong Kong has been articulated discursively by the young activists in Taiwan and Hong Kong into a statement – “Today’s Hong Kong, Tomorrow’s Taiwan” – which has brought about a somewhat unexpected bonding effect between Hong Kong and Taiwan through a strong disapproval of “One Country, Two Systems” and the China factor, which has be reproduced, delivered and circulated in both societies since 2014.