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Over the past 30 years, China has developed a very strong industrial culture, thus becoming the first industrial power in the world. This power provides China with legitimacy and confidence in its ability to manufacture almost all kinds of products at highly competitive prices. Nevertheless, the directors of Chinese firms do not know yet how to develop a brand culture.
Little by little, they begin to be aware of the gap existing between on the one hand their industrial strength and on the other hand their lack of competences in branding or retail. [...]
