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1. Think Small...But Far-Flung: The company sponsors the U.S. ping-pong squad and Sudan's track team. |
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2. Think Big...But Only at Home An endorsement deal with Shaquille O'Neal is restricted to China. |
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3. Think American Partnered with the NBA on a "Jam Van Tour" promoting basketball in cities across China. |
How Li Ning creates global cachet on the cheap
By Frederik Balfour