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Sample Business Case: China expansion plans.

October 6, 2008 – 1:48 am

The China-based service business wants to expand.  How should it proceed? 
Bob Jones is the expat owner of a 20 person travel-related service business in Shanghai.  He and his marketing team decide to develop the middle-class Chinese market for overnight business travelers.  Reaction to his initial promotion was unsatisfactory.  What should he do next?

1) Focus on [...]

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