JWT China: Advertising for the New Chinese Consumer

Case Solution

Elisabeth Koll
Harvard Business School ()

This case looks at the business strategy and expansion of JWT China from the late 1990s to 2008. As part of the fourth largest marketing communications network in the world, JWT China has become one of the integrated communications companies largest in China, operating from offices in different parts. from the country. The case provides students with a comprehensive history and insight into the Chinese advertising industry and the challenges faced by domestic and foreign companies operating in a highly regulated media environment under the control of the Chinese government. At the same time, this case provides insight into the structure of the highly fragmented Chinese consumer market and examines socioeconomic disparities in income and media access, as well as culturally determined consumer behavior in different regions and urban and rural areas. The case allows students to examine how these trends could affect JWT’s marketing and advertising strategies in the future, and how JWT’s business expansion in China can be evaluated when dealing with local and foreign competition.

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