How China Is Upending Western Marketing Practices

HBR IdeaCast

Harvard Business Review

Leadership, Entrepreneurship, Communication, Marketing, Business, Business/management, Management, Business/marketing, Business/entrepreneurship, Innovation, Hbr, Strategy, Economics, Finance, Teams, Harvard

4.4 • 1.9K Ratings

🗓️ 30 April 2019

⏱️ 24 minutes

🔗️ Recording | iTunes | RSS

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Summary

Kimberly Whitler, assistant professor at the University of Virginia Darden School of Business, believes the days of transplanting well-worn Western marketing practices into national markets may be numbered. She has researched marketing campaigns in China and finds they are faster, cheaper, and often more effective than traditional Western ones. Moreover, she argues they may be better suited to today’s global marketplace. Whitler is the author of the HBR article “What Western Marketers Can Learn from China.”

Transcript

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0:00.0	When leadership advice feels like buzzwords and platitudes, it's time to get real.
0:05.9	HPR's podcast Coaching Real Leaders brings you behind closed doors as Muriel Wilkins coaches anonymous
0:11.9	leaders through raw honest career questions
0:14.6	that we all face.
0:15.9	Listen and follow coaching real leaders for free
0:18.3	wherever you get your podcasts. Welcome to the HBR Ideacast from Harvard Business Review. I'm Kurt Nickish. Four decades marketing theory and practice have been defined and refined in the West,
0:50.8	from the four peas taught in MBA programs to the sophisticated brand
0:55.3	management run by multinational corporations. That's the world of
0:59.7	marketing that today's guest started out in.
1:03.0	Kim Whitler worked for Proctor and Gamble.
1:05.0	She successfully pushed soap brands in Eastern Europe,
1:09.0	and also worked in China in the 1990s
1:11.0	when the market was rapidly evolving. Now Whitler is a marketing
1:15.2	professor at the University of Virginia Darden School of Business. She recently
1:19.7	returned to China to do research and what she learned in her interviews there surprised her.
1:26.0	She says Chinese marketing campaigns are faster, cheaper, and often more effective than traditional
1:31.9	Western ones.
1:33.0	And Whitler believes in some ways these new methods are better suited to today's global marketplace.
1:39.0	She wrote about this in her article in Harvard Business Review,
1:43.2	what Western marketers can learn from China.
1:46.2	Kim, thanks for being here to talk about your research.
1:49.4	Well, thank you for having me.
	...

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