Four ways British brands can succeed in China
April 8, 2013

In an April 7 article in The Daily Telegraph, CKGSB Professor of Marketing Sun Baohong gave readers her insights into how British companies can succeed in China.

Beginning with an analysis of how Chinese companies learned how to succeed in the West--through business-to-business operations, exploring niche markets, becoming more transparent in their communications and financial reporting, and entering markets cautiously--Professor Sun then delivers her insights into how companies can best enter China. Her tips focus on localization:

  • Localise your strategy
  • Localise your language
  • Localise your media
  • Localise your leadership

To learn more, please read the full article on the Daily Telegraph website.

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