The New China Playbook

For decades, the multinational corporation (MNC) playbook for China rested on a set of reliable assumptions: a rising middle class, inevitable consumption upgrades, and a manageable competitive landscape. These assumptions are not just challenged; they are being systematically deconstructed.

Recent business confidence surveys, such as those conducted by the American and EU chambers of commerce in China,¹ paint a grim picture of declining financial performance. Consider also that reported profits are often a mirage achieved through aggressive cost-cutting and not top-line growth, masking a dangerous erosion of market position. CEOs are justifiably nervous.