FEATURE15 December 2016

Cultural chameleon

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Asia Pacific FMCG Features Impact

Budweiser has adapted its all-American image to fit the Chinese market with startling success, thanks to its understanding of how the ‘ideal man’ differs between the two countries, says William Landell Mills of TNS

A few years back, management guru Peter Drucker wrote that “culture eats strategy for breakfast”. American beer brand Budweiser has been living this mantra for some time now; it has achieved huge success in ...