The business opportunities that China offers cannot be ignored, but many managers over-estimate how much money can be made from its consumer market.
More than three-quarters of a billion Chinese live in poverty. However, if companies approach China in a more realistic fashion, they are less likely to be disappointed by the returns they make.
Ultimately, of course, the markets may fulfil even the wildest of their dreams - some forecasts suggest China will be the second biggest economy in the world by 2040. The downside is the impact on the environment of China's huge need for energy.
In our country report, we look at Beijing's plans to develop cleaner fuel sources and establish the world's first eco-city.