A people researcher's view on Greater China
Stefanie Un and Marco Bevolo
After a decade of hyper-growth, China is no longer just the factory of the world; it is about to be one of the leading markets of the global economy. However, the challenge goes beyond pure 'push mass marketing': now is the time for the rest of the world to take notice, take action and ultimately take Chinese consumers seriously. The question is: how to research the nation that is changing the face of the world?
The first and the worst mistake one can make these days...