John Quelch, Professor of International Management, Vice President and Dean at the China Europe International Business School talks to Reseach World about global marketing and branding in emerging and developed markets. Brands are very significant, and their role is well understood in China. In a loosely regulated environment, the consumer needs to trust the person from whom they buy, but often this isn’t practical.
Cultural differences, religious sensitivities, subtle signals: these are just some of the issues to be taken into account when doing business in Asia Pacific. Leading marketing and research professionals highlight some of the region’s idiosyncrasies.