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Experience China: A National Image Campaign in the United States
William Wei; Yuanfang Lin; Mei Qin KokCase IVEY-9B11A033-ECorporate Governance, Marketing, StrategyThe China national image film “People Chapter” — officially a sub-series of the “Experience China” campaign — was launched by the Chinese government to coincide with President Hu Jintao’s visit to the United States in mid-January 2011. The one-minute promotional video was played on six giant electronic screens about 300 times per day, and had appeared approximately 8,400 times when the broadcast ended on February 14, 2011. The video showed a seri...Starting at €8.20
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Sun Quan Education Inc.: How Far Can “We-Go”
Yuanfang LinCase IVEY-9B19A027-EEntrepreneurship, Marketing, StrategySun Quan Education Inc. faced a variety of challenges on its path to expanding its customer base and building profitability through the operation of the We-GO club, a strategic business unit aimed at promoting education and training about the Go game in sStarting at €8.20