There's No Such Place as Chindia!
Developing cultural precision in growth strategies

List of publications
Visual Description
Visual Description

Author(s): Anjali Puri, Poonam Kumar
Collection: Asia Pacific 2013 - Asia On The Move
Keywords: Brand Research, Culture, Purchasing Behaviour

PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 0.00

Universal concepts like motherhood, beauty, achievement and power – which many of our clients’ brands are built on – can mean very different things across cultures. As growth for global brands increasingly starts to come from culturally diverse Asian markets, it is becoming critical to develop more precise, market- specific strategies to truly unlock the opportunity here. There are significant historical and cultural differences that shape consumption and brand choices in these markets – which make them remarkably different not just from developed markets but also from each other. We contrast China and India in this paper, with examples of how the same need can mean different things, and the same global positioning strategy can translate to quite different executions in each country.

Date of publication: 7.04.2013
ISBN: 92-831-0265-7
Order Code: 117126_10
Number of pages: 17

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password

Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services: