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Beijing Yanjing acted as a traditional manufacturer, producing product for an export distributor, in this case an American, not a Chinese trading company. Beijing Yanjing only got the manufacturing value. Chinese companies Chinese companies need global marketing departments to capture brand and distribution value. They have to think “outside in”, instead of “inside out”.
2. Think out of the box! Harbrew saw a vision through Yao Ming that the American Tsingtao distributor did not see. They were too frozen to their decades-long position as a Chinese beer in Chinese restaurants to see the mass market potential of a Chinese beer product through sports marketing...
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