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As Chinese consumers become more affluent, their expectations about what a brand should deliver are rising.
Strategy & Leadership, January 2010
By Paul F. Nunes, Susan A. Piotroski, Lay Lim Teo, R. Michael Matheis
To better understand the challenges facing companies that want to establish a brand in China, Accenture surveyed more than 1,000 Chinese consumers to learn how they decide what to buy. This paper examines those results.
To find out more, read this article online.
January 1, 2010
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