Selling to the middle kingdom: Culture is the key

Deng Xiaoping's economic reforms and open policies have reintegrated China into the world market system. The fast growth of the Chinese economy has fueled the development of its advertising industry, including international advertising in China. To find out how international corporations advertise in China, a survey of international advertisers in China was conducted. The study has found that most of the companies surveyed use the combination strategy, that is, localizing some parts while standardizing others. The study also shows that perceptions of Chinese culture have a significant influence on the advertising strategies used.