Understanding China's Home-Improvements Culture
Successful market entry depends on getting the right information in advance, but what information do you need and how do you access this for overseas markets? When bringing a new product or service to our home (UK) market, we may not be aware of all the knowledge we are drawing on – not just from formal market research – the who, what, where and when information, but also what we inherently understand about our own culture. We ‘know’ for instance that in the UK consumers r