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Are you marketing effectively for the Chinese New Year?

Global publisher releases free research to help international businesses make the most of the start of the Chinese New Year

Bingley, United Kingdom, 4 February 2016 – Emerald Group Publishing is offering free access to research from its world-leading academics on how international businesses can make the most of the Chinese New Year, 8 February. 

Chinese New Year is the biggest gift-giving period of the year in China and – given its status as a global economic superpower – represents a great opportunity for international businesses trading with China.

One of the greatest challenges to trading successfully with China is understanding and navigating its sometimes complex business culture. For this reason, Emerald is sharing highly valuable research to help businesses understand the cultural aspects that affect consumer behaviours in China in general and, in particular, during the Chinese New Year. 

The research, released ahead of Chinese New Year’s Day, also includes an infographic disseminating the journal article ‘Chinese cultural values and gift‐giving behavior’ by Wang Qian, Lecturer and Departmental Head at the Singapore Chinese Chamber Institute of Business, from Emerald’s Journal of Consumer Marketing.

Richard Whitfield, Senior Publisher at Emerald, said: “The understanding of different cultures is absolutely key to the success of any company that wishes to succeed in a global marketplace. This understanding is particularly important in the field of marketing. 

“The Journal of Consumer Marketing sets out to understand more about the way consumers worldwide think and behave so as to help the body of knowledge to develop and for marketing campaigns to have a greater chance of success. 

“Cultural factors form a very central part in this research process and the article featured here is a great example.”

Emerald has produced a dedicated web page featuring the infographic and related research articles, which can be viewed and shared here.

Complimentary access to the articles is available until the end of February 2016 and the content on the page can be reproduced, linked to and referenced freely. 

- ENDS -

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