If it's not better, it's not innovation
Luc Rens, Elaine Du and Gilbert Lee
Innovation is essential to business success in China. Nobody needs persuading of the value of innovation. That is why many companies have innovation processes and systems in place. And most have realised the absolute requirement to put Chinese consumers at the heart of this innovation process. We all understand that it is extremely important to address Chinese consumers' local attitudes, behaviours and needs. Gone are the days of making a product and seeing if there is demand, or merely copying another category...