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":"03feb97130bdac20cdb6171707979d4c","s":"11db9701a2ac45bf"}
Share your thoughts. Click here