Global China

The history of China is complex - perhaps, more complex than that of other nations. The ethnic groups that compose China go back to prehistoric times, and each group lent its own color to the enormous nation. It is not like a diluted mixture of all its cultures; rather, it is a collage. Yet, there are immutable elements still present today. Rice originated in China, and so did stir-frying.

Most global citizens are well aware of the explosive growth of the Chinese economy. Indeed, China has famously become the "workshop of the world." Yet, while China watchers have shed much light on the country's internal dynamics - China's politics, its vast social changes, and its economic development - few have focused on how this increasingly powerful nation has become more active and assertive throughout the world.

Gupta and Wang explain how many MNCs view China and India solely from the lens of off-shoring and cost-reduction, and focusing their marketing strategies on only the top 5-10% of the population. This is a missed opportunity. China and India are the only two countries that constitute four realities that are strategically crucial for the global enterprise.