The Value of Building Your Brand in China

The executives who underestimated China’s potential in 1999 are unlikely to do so in 2011. China is now on everyone's radar. There are major changes that must be considered in developing 2011 plans to grow in China’s markets. In 1999, the customers of interest were global firms who entered China in order to take advantage of low-cost manufacturing potential. The cultures and processes that these global firms put into place were familiar ones transplanted from North America, Japan and Europe. Today, the growth plans of many companies focus on the China market itself.