How Chinese consumers meet ‘Brand Britain’

Francis Fukayama is most famous for writing ‘The End of History’ at a time when history was just re-starting but in 1995 he wrote another book called ´Trust’, which I think is more important. It describes how trust glues a country together and talks of China as a low-trust culture like Southern Italy, based on family units and with weak ambient-links between strangers; the opposite of Sweden or Norway.

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