ESOMAR Asia Pacific Conference
Creativity and conterfeits, East/West differences, CSR and succeeding in China
Manfred MareckWARC Online
Who invented spaghetti?
Opening the second day of ESOMAR's 2009 Asia Pacific conference, Marco Bevolo moderated a panel session on creativity, counterfeits, and copycats. The topic was primarily aimed at China, which has a poor reputation for fake brands or respect for intellectual property rights. Bianca Cheng (Jade Capital Partners, China) stated that many smaller Chinese companies lack creative talent and it shouldn't come as a total surprise that they resort to copying western design and marketing ideas. Larger brands are more...