By Ali Farhoomand, Kineta Hung, Grace Loo
WE Worldwide Partners, a start up advertising venture focusing on China market, is at a crucial point in its expansion strategy. Viveca Chan, the visionary force behind WE's conception, has to evaluate the viability of WE's business model and growth strategy in the fast-moving and dynamic China market. The Volume explores how WE can position itself as "the third force" in a market dominated by the international advertising agencies, on one hand, and crowded by the small, local independent agencies, on the other.
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