Marketing News Opinions
Michael Griffiths
Dec 14, 2012

BOOK EXCERPT: Unravelling the notion of authenticity in China

A new book, 'Consumers and Individuals in China: Standing Out, Fitting In' by Michael B. Griffiths, director of ethnography at Ogilvy & Mather Greater China, reflects on Chinese reality and challenges many a preconceived idea that its people are not ‘real’ individuals.

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