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CEIBS Global Executive MBA Programme

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💡 CEIBS Insights: Building Global Brands 💡 Find out more about why Chinese companies need to build global brands. Opening Paragraph: Every business survives by consistently creating value for its customers; without that perceived value, customers won’t keep coming back. However, in today’s business world, it is becoming increasingly difficult for companies to differentiate themselves from their competitors. Competing on price and convenience offers diminishing returns for companies, as emerging technologies will inevitably cut costs and distances for all. Building a brand, and with it an emotional connection with the customer, is the best way to create a lasting form of competitive advantage. Read on further here: https://lnkd.in/dmmKjfHD This article is based on a speech entitled “Why does China need to develop and nurture global brands? And how to do it?” by Dominique Turpin at the 10th China Brand Economy (Shanghai) Forum. Dominique Turpin is President (European) and Professor of Marketing at CEIBS. Prof. Turpin is a marketing expert and Japan specialist. He was IMD's Dentsu Chaired Professor of Marketing and the Dean of External Relations until 2022 and served as IMD President, Dean and Nestlé Professor from 2010 to 2016. #ceibs #gemba #ceibsinsights #chinesecompanies #globalbrands 

Why Chinese companies need to build global brands

Why Chinese companies need to build global brands

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