There's no such place as Chindia: Developing cultural precision in growth strategies

This paper argues for local distinctions to be recognised in brands' Asian strategies, with universal truths to be adapted and expressed in the right language to penetrate cultural beliefs and filters in each market.

There's no such place as Chindia: Developing cultural precision in growth strategies

Anjali Puri and Poonam KumarTNS, India

Introduction

Although often referred to as a region, based on geography, demography and more recently importance to world economic growth, Asia has never really been one region. True, there are similarities across Asian markets – they are populous, have relatively lower per capita GDP, most have colonial pasts. It is often easy enough to find similarities across Asia that make it distinct from 'the west' – but neither 'Asia' nor 'the west' can be regarded as homogeneous entities that...

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