By Barry Li
In the big, fast-moving consumer goods company my wife works for, management devotes a lot of energy to their China strategy. Last year one of their products, a mosquito repellent for children, sold really well in China through Diagous (Chinese shopping agents). This year they produced more of the same product specifically for the Chinese market, and thoughtfully added labels with Chinese information. To their great surprise, the product did not sell as well.
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