Is word-of-mouth more powerful in China?
blog.oup.com.au, April 2016
The sheer size and increasing wealth of the Chinese population makes China an attractive target market. There is no doubt that Chinese culture and history differs from the western world, but how do these differences translate into differences in Chinese buyer behaviour? And are there differences that should affect a brand’s growth strategy? This is a question we examine in How Brands Grow Part 2: Including Emerging Markets, Services and Durables, New Brands and Luxury Brands. Here I briefly discuss a topical area: word-of-mouth (WOM). >> read more