Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description:   As Western retailers bet on China to drive profits, some of the biggest mistakes are made because brands don’t understand the Chinese consumer. The WSJ’s Deborah Kan speaks to Tom Doctoroff, author of the book “What Chinese Want: Culture, Communism & The Modern Chinese Consumer.”

Source: CNNMoney.com – video report

Date: May 18, 2012

Link: http://www.marketwatch.com/video/asset/how-to-win-over-the-chinese-consumer/6433C1C9-2725-48EE-8FD2-7CD3235D0DAA

Questions for Discussion:

  • What does the author say about the Chinese consumer?
  • Do you agree with the analysis presented?
  • What does this report suggest to Western businesses dealing with strategic planning in China?

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