Because it is so difficult to generalize about Chinese consumers multinational companies using global ”one-size-fits-all” marketing strategies seem destined to fail in China. Knowledge at Wharton spoke with Deepak Advani senior vice president and chief marketing officer of computer manufacturer Lenovo and Hal Sirkin senior vice president of BCG and leader of the firm’s Global Operations Practice about strategies for selling to Chinese consumers. The key they point out is to tailor products and messages to local markets.
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Knowledge at Wharton