ABSTRACT
This chapter is in effect a continuation of the last, and many of the points made there – about the need to know more about Chinese markets rather than simply handing marketing over to local affiliates, and about the difficulty of acquiring reliable factual information – apply here. The latter is particularly critical. As Sunzi pointed out 2,500 years ago, apart from focus, the other key to winning battles is having, and using, superior information. A plan built on poor information is as useless as perfect information which is not acted upon.
