“China Needs Design that Sells: As the country changes from a manufacturer to a consumer nation, companies must learn how to market to a diverse public” By Patrick Whitney, BusinessWeek, April 25, 2006
Professor Whitney from the Illinois Institute of Technology makes some superb points in this op/ed piece. Among them he notes that companies have to stop thinking about China as a single market; and that standard tools of market research don’t cut it.
Right on, Dr. Whitney.
BTW, Whitney is the Steelcase/Robert C. Pew Professor and the director of the Institute of Design at Illinois Tech. Here’s a guy who is not even focused on China, and he gets it.