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A key lesson of this case concerns the importance of establishing a mission for the company to guide marketing decision-making. As well, there is much room for discussion about the nature of brands, the nature of competition between local and global brands, the role of government, and of course the ethics of the tobacco industry, working for the tobacco industry, or even teaching a case that involves the tobacco industry. The often chaotic and unruly Chinese business environment offers an interesting backdrop to the case. The teaching note was written by W Burgers.