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INTERNAL ROADBLOCKS (contd.)LACK OF BRAND-BUILDING Remaking 'Made in China' (August 2012)

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INTERNAL ROADBLOCKS (contd.)LACK OF BRAND-BUILDING INNOVATIONThough China has seen a sharp increase in research and development spending,as well as an uptick in patent filings—two indicators typically used to measureinnovation efforts—most Chinese companies have yet to foster a culture ofinnovation that helps to build brand equity. One way of defining [innovation] would be as fresh thinking that creates value people will pay for. By that measure, China is no world-beater. Though its sweat produces many of the worlds goods, it is designers in Scandinavia and marketers in California who create and capture most of the value from those products.” —“From Brawn to Brain,” The Economist, March 10, 2012 Image credit: James Bowe

Publicado en: Empresariales, Tecnología
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