Actu Retail gave me the space to develop my ideas and share my experience of China. ➡️ Why I wanted to write Dragon Tactics with Aldo Spaanjaars, why international brands succeed and others fail in China, what is the essence of the philosophy of change, how do Chinese bosses behave, what will become of corporate…
📖 Delighted to have opened the pages and shared the keys to our Dragon Tactics book with Ashley Dudarenok 艾熙丽, along with Aldo Spaanjaars. Ashley is an entrepreneur, author, digital and marketing expert who is well known and widely followed in China for the quality of her work. We talked about how Chinese entrepreneurs are developing their businesses…
Today, we focus on Sandrine ZERBIB’s interview to introduce the theme of her book on entrepreneurship in China.
Sandrine had the opportunity to analyze the advantages and disadvantages of Western and Chinese approaches to business, and draw valuable lessons from them, which she sets out in her book “Dragon Tactics”, co-written with Aldo Spaanjaars in 2022.
The business world often wonders why Chinese companies such as Huawei, Alibaba, Tencent…, are performing so well in terms of competitiveness and international market share gains, while some Western companies are finding it extremely difficult to establish themselves in China (failure of Amazon, Carrefour). All the answers can be found in a recent book by Sandrine Zerbib and Aldo Spaanjaars entitled: Dragon Tactics: how Chinese entrepreneurs thrive in uncertainty, BIS Publishers, August 30, 2022, 240 pages.
With nearly thirty years’ experience in China’s consumer sector, Sandrine Zerbib is a keen observer of the business and retail news shaking the Middle Kingdom.
In August 2022, she published Dragon Tactics (Dunod Editions), which deciphers the tactics implemented by certain Chinese champions, from Huawei and Xiaomi to Alibaba and Tencent. Sandrine Zerbib answers Actu Retail’s questions on the differences in business models from one continent to another.