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
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","iv":"e231be83a2f3dc5617837a26256c5a6c","s":"5f026043346c1278"}
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