Abstract:

The presentation describes the creative approach of the newly developed Communication Index (CI), which compares the diverse communication patterns of China and India and potential marketing applications. The index measures the abilities of Chinese and Indians to exchange information through their domestic media technologies and interpersonal networks. CI provides marketing professionals with an effective tool to identify all-important 'influencers' and measure their ability to impact these two rapidly developing markets. The results are based on extensive quantitative surveys with 3,500 residents in both China and India.