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Tesco's China Setbacks Caused By Failure To Understand Local Consumers, Marketing Expert Says

September 3, 2013: 12:00 AM EST
Tesco was forced to scale down its business operations in China because it failed to understand the Chinese consumers, according to Warwick Business School professor of marketing and innovation Qing Wang. Also, Tesco failed to see that its clubcard loyalty marketing program is not suitable for the Chinese market, the marketing expert added. She said Tesco should have studied the cultural differences in China before investing there.
Rick Pendrous, "'Tesco failed to understand the Chinese consumer'", Food Manufacture , September 03, 2013, © William Reed Business Media Ltd
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