With the process of globalization, has consumer preferences in difference countries been converging or diverging? This book investigated Chinese consumers preference to global brands versus local brands, and also analyzed various types of MNC adaptation versus standardization marketing strategies, across several industries. This book is based on the author, Dr Lydia Qianqian Li's doctoral dissertation. She published this book in order to give insights to multinational companies to better understand consumer preferences and trends in emerging markets, when making marketing strategies.