However, P&G's approach to local markets showed fundamental pitfalls. In China, which is emerging as one of the most potential markets with low-cost labors and huge population, at least seven brands of the company, including Zest and Ascend, have failed and exited the market since P&G commenced its operations in 1988...
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At the outset, one reason for this failure is attributed to P&G's wrong expectation of Chinese people's upgrade to western products. The company incautiously incorporated western lifestyle into the Chinese market, which ended up finding that consumption behavior was more stubborn than the company had estimated...
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