How international brands can succeed in China

Provides insight into the behaviours and attitudes of customers in China and successful brand strategies that will give valuable guidance to any business that wants to enter the market.

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China presents a huge growth opportunity for international brands, but while some have thrived, many have failed to gain a foothold in the market. This paper provides insight into consumers’ behaviour and attitudes and successful brand strategies that will give valuable guidance to any business that wants to enter the market.

Definitions

China is a crucial market for international brands. The world’s second-largest economy, currently growing its GDP at just under 7% year on year...

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