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Research papers

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...

Catalogue: Asia Pacific 2005
Authors: Xiaoyan Zhao, Don Simons
March 13, 2005
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Citation

Zhao and Simons (2005a, March 13). Global brands and Chinese strivers. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/global-brands-and-chinese-strivers