How Can a Chinese Manufacturer Discover their International Customers through Integrated Methodologies?

This paper examines how Chervon, a Chinese tools and power equipment manufacturer, has made use of integrated methodologies in expanding its presence in the North American market from China.

The background

For many Chinese manufacturers, their target consumers are based internationally so accessing an accurate view of their audience is arguably more imperative than those who are on the ground and living in the same culture as their market.

As Chervon expands further into the US and Canada with the plan for the first battery powered ride on lawn mower, the need for consumer data across as many metrics in the form of tangible, actionable insights was identified. The geographical disconnect is the case for many Chinese manufacturers. As trade agreements face tension under new US presidency claims, it...

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