How China Is Upending Western Marketing Practices

Kimberly Whitler, assistant professor at the University of Virginia
Darden School of Business, believes the days of transplanting
well-worn Western marketing practices into national markets may be
numbered. She has researched marketing campaigns in China and finds
they are faster, cheaper, and often more effective than traditional
Western ones. Moreover, she argues they may be better suited to
today’s global marketplace. Whitler is the author of the HBR
article “What Western Marketers Can Learn from China.”