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Looking Ahead

  • Ashok Sethi
Chapter

Abstract

Predicting they say is difficult, especially if it is for the future. All predictions rely on history, deciphering what has happened, sifting long-term trends from short-term blips, and painting a course for the future. Given the fact that China has such a short history of consumption and marketing, and that history is also being re-written by the digital juggernaut, does not really bolster confidence for future predictions—as there are no precedents to learn from the past—either in China or any other country. However, based on an interpretation of historical trends as well as the digital forces sweeping across the Chinese landscape, I am ready to take the risk of extending my neck and making some calls for the future.

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Ashok Sethi
    • 1
  1. 1.Illuminera InstituteShanghaiChina

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