International heritage vs. China future: A cultural conundrum

GPB’s Greg Sutcliffe argues that finding the right balance between celebrating an international brand’s heritage and safeguarding its future in China is a critical endeavour.

This article is part of a Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China. Read more

As China continues its relentless surge towards the top of the superpower leader board, Chinese...