Chinese consumer expectations
Read the following article and prepare an analysis focusing on the problem below:
- McEwen, W., Xiaoguang F., Zhang, C., & Burkholder, R. (2006). Inside the mind of the Chinese consumer. Harvard Business Review 84(3). (AN 19707486)
Consider the wide range of Chinese consumer expectations along with the three areas addressed in this module: marketing research components, customer satisfaction, and competitive environment. How will a multinational corporation obtain a superior customer relationship in the Chinese market?
Present your article analysis as a 3-page report in a Word document formatted in APA style.