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":"432613d094483eadf86917e852a6c42d","s":"a28e25b7d4c8f0f3"}
Share your thoughts. Click here