This introduction is our first installment of an eight-part series about the importance of cross-cultural design which will examine several attempts by large, well-known American corporations to expand their reach by marketing in mainland China.  As this series will show, many of these attempts have failed to achieve success even though China is the second largest economy in the world.  The key question we hope to answer is why they failed, and to attempt to draw lessons to help future American companies to successfully sell there

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