The Value of Building Your Brand in China

A senior executive involved with the "nightmare room" story concurred with our assessment. He noted that his firm now attributes nearly 40 percent of their sales to customers in new markets — new markets that accounted for less than 5 percent of the company's sales a decade ago. "In 1999, we should have bought an additional box of pins and just stuck them into random locations in China. It's now our largest single market, surpassing the U.S. last year," he said.