Marketing
October 6, 2022
As Chinese companies expand their global presence, executives need to determine the extent to which their brand should be associated with a Chinese identity. Image credit: Shein
{"ct":"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","iv":"9e245f44a43edc4521b15c58739c50f5","s":"7dce476afa110bd7"}
Share your thoughts. Click here