“…Although similar in size to the United States, China has a much larger population (296 million vs. 1.3 billion) (Carter, Pearson, & Peng, 1997; China Research Center of Population and Development, 2005) and is, in fact, the most populous country in the world (Xu, Jayaram, & Xu, 2006), with 20% of the world's population. Its vast internal markets (Rao et al, 1999; Goh & Ling, 2003) are growing at a very rapid pace (Lihong & Goffin, 2001; Lau, Zhao, & Xiao, 2004). Personal incomes have increased rapidly with China's transition to a market‐driven economy, and there is a burgeoning Chinese middle class (Rao et al, 1999; Goh & Ling, 2003).…”