How do you understand customers in places that are very
different from your home-market? Brilliant companies like Toyota, MacDonalds and
Danish fashion company IC-companies have failed to connect to the Chinese
consumers, thinking that they could simply push the same products that were successfull
in the West.
The latest newsletter from the ”Suitable for Growth” project
at the Universe Foundation focuses on how to collect market insights in
emerging markets, for instance by using ethnographic observations and
organizing insights in ”Customer journey maps”.
It also offers lots of entertaining examples of cultural
quirks and surprises collected in China. And it features a rare insight into
how Haier, the Chinese white goods manfuacturer, uses customer understanding as
its core competitive advantage.
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