Global brands and Chinese strivers

This paper addresses two questions: what defines Chinese consumers in the context of Asia, and the world? And how do you build globally consistent platforms while respecting and reflecting Chinese characteristics? The paper is based on an annual worldwide survey conducted since 1997 and administered with 1,000 consumers in each of the 30 major economies around the world, including 10 Asia-Pacific countries.

Global Brands and Chinese Strivers

Xiaoyan ZhaoNOP World, United States

Don SimonsNOP World, Philippines

INTRODUCTION

Lenovo, the legendary Chinese computing technology company, is poised to become the third largest PC manufacturer in the world, after its...