is an expert in brand growth and innovation, with extensive experience across various product sectors of the China market. Joanna also serves as an adjunct professor at Duke University’s China campus, and she has authored a new book titled Chinafy: Why China is Leading in Innovation and How the Rest of the World Can Catch Up
. The book is scheduled to be released in March / April 2023 and will be available in stores in the US, UK, and SE Asia, as well as online globally.
In our conversation with Joanna, we learn about the evolution of the Chinese market over the past two decades and how major international organizations like Unilever (where Joanna worked) have found success in the region. We also discuss Joanna’s new book, Chinafy: Why China is Leading in Innovation and How the Rest of the World Can Catch Up, which offers a deep dive into China’s role in global innovation over the past decade, and what the rest of the world can learn from the market.
As an innovation expert, Joanna also highlights several emerging innovations expected to shape the Chinese market in the next five to ten years. We discuss the pace of innovation in China and the potential opportunities that exist for businesses to take advantage of this wave.
Our conversation offers a compelling look into the role of China in global innovation and how businesses can navigate the ever-changing landscape of the Chinese market.