Strategic Direction

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings – China's relentless surge towards economic powerhouse status has seen the country become the world's seventh largest consumer goods market. With the rising middle classes expected to exert significant influence within the Chinese economy, the potential for this market to grow even more rapidly over the next decade or so remains huge. No wonder foreign marketers are falling over themselves to grab a piece of the action. But China represents an immense challenge for Western companies, as many are discovering to their cost. The most common misconception is that cultural and strategic norms from Europe and the US can be readily applied in the Chinese market. For such organizations, the road marked failure clearly beckons. So what makes China different? For a start, marketers must appreciate the vast diversity in the market and the fact that a one-cap-fits-all approach to brand communication will never succeed. Taking the view that no two customers are alike will serve a company so much better.

Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.