Maintaining the brand DNA – how international car manufacturers adapt to local taste
Mingzhu (Amy) QiSinotrust Marketing Research and Consulting Ltd, China
INTRODUCTION
Research Context
Since 1997, China's economy has grown more than 50%, according to the Economist Intelligence Unit. While the rapid economic growth has brought with it a boom in the economy, it has also created greater social stratification. Between the poor and the rich a new middle class has emerged, changing China's social and economic structure. The spending power of the new middle class has created a huge demand for family cars. Private consumption dominates the...