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Customer Satisfaction
One area of scrutiny in the article had to do with brand loyalty, "made in China" and other connected statistical metrics. While the Chinese consumer has a tendency to support its domestic goods, the expanding choices are making inroads with youth who are less committed to such a notion. As for a competitive environment, it appears that the consumer is enthusiastic about the expanding choices. Increased competition often increases the challenges that businesses face, yet this same increased competition often yields even more choices.
Conclusion
This is the kind of information that is needed in order to have successful multinational corporations thrive in China. In order to be better marketers, managers, strategic planners and so forth we must become Chinese. Assuming for a moment one has enough information and one is sensitive enough to how a multinational corporation would maintain any edge in the Chinese market they could clearly see that it would all...
Internal customer service will distinguish the foreign corporation from the old and tired domestic model. It will do so because it can. It has the resources to give more and has well-developed research in order to back up exactly how to do it best. The key is to have the best internal and external customer service possible. The bottom line of any business depends on how happy their customers are. If the customers aren't happy they will do elsewhere in order to be made happy which is not what multinational corporations want when they are trying to compete with the tried and true domestic entities.
References
Fan, M. (2006). How can multinational corporations retain their employees in China?
Retrieved from http://digitalcommons.ilr.cornell.edu/cgi/viewcontent.cgi?article=1406&context=cahr swp
McEwen, W., Xiaoguang, F., Chuanping, Z., & Burkholder, R. (2006). Inside the mind of the Chinese consumer. Harvard Business Review, 84(3), 68-76.
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