Monday, May 14, 2012

What Chinese want - Tom Doctoroff

Doctoroff
Tom Doctoroff (Photo credit: Fantake)
China advertisement guru Tom Doctoroff dives in his upcoming book What Chinese Want: Culture, Communism and China's Modern Consumer into one of the crucial questions concerning China. The Star-Telegram summarizes the key issues.
The more the Chinese change, the more they remain the same. To interact successfully with the business and political leaders and the consumers of post-Cultural Revolution China, Western businesses, government leaders and visitors must keep that paradoxical truth in mind, says Tom Doctoroff, Greater China CEO for J. Walter Thompson. "China's economy and people are evolving rapidly, but the underlying cultural blueprint has remained more or less constant for thousands of years. As the nation races toward superpower status, it will nonetheless remain quintessentially Chinese -- ambitious yet cautious at the core," Doctoroff writes. The influence of Confucianism, Doctoroff says, continues to pervade the worldview of the Chinese and their social mores, creativity and consumer behavior. He describes a society in which family and clan still take precedence over the aspirations of the individual and where "face" is still of paramount importance.
Tom Doctoroff is a speaker at the China Speakers Bureau. Do you need him at your meeting of conference? Do get in touch or fill in our speakers' request form.

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