{"title":"Joel Backaler","description":"\u003cp\u003eDelve into the world of Asian consumerism and global trends with Joel Backaler. An essential voice for understanding emerging markets, his books offer valuable insights for business and culture enthusiasts alike.\u003c\/p\u003e","products":[{"product_id":"china-goes-west-book-j-backaler-9781137410122","title":"China Goes West","description":"China's corporate champions have arrived. Consumers around the world are typing on Lenovo computers, storing food in Haier refrigerators and speaking on Huawei mobile phones. But how did products from these Chinese companies enter our daily lives? China Goes West presents an unrivalled overview of Chinese companies' expansion into developed economies and the opportunities and challenges it brings. Through detailed research, engaging case studies and exclusive interviews with senior executives, Backaler tells the story of why and how Chinese companies invest internationally - providing much-needed insight into these firms and their rise. The author concludes with practical advice for governments, companies and societies in China and the West to minimize the concerns and maximise the benefits of Chinese investment.  China is going West. Its firms will irrevocably reshape the global business landscape. 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It turns out, it’s not all about paying online celebrities outrageous sums to post sponsored content. Backaler also provides much-needed context for why influencer marketing is flourishing today, and perspective into what a more technologically-enabled, globally-connected future will look like.     Ultimately, people want to learn from trusted peers, not faceless companies. Better than any corporate marketing function, influencers understand how to make best use of social media platforms and tailor content for their respective cultures to engage consumers in their home markets. 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