(Ng and Tuen 2006 pp.23-25) They demand basic necessities only. (Abdelal & Tedlow 2003 pp.23-25) This creates rooms for Giordano and Baleno in exploiting the low-end market by charging reasonable price at good quality level Mary Kay is a foreign branded cosmetics firm. It has done a research to know more abo^ the Chinese make up habit the Chinese ladies are generally having different make up habit from the western ladies. Mary Kay has to adapt certain shades of make up in China, Most importantly, Chinese views "face" as a kind of "respect and consideration." (Lu 2001 pp.32) This want "face" culture is consistent with the Chairman of a-Fontane's views that the Nouveau Riche want to show off and this can represent their status. If the foreign marketers in China do not grant some favors or show respect to the Chinese counterpart, it is hard to build up a long-term...
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