As well as not just creating new markets, but also of course, taking advantage of the fact that as Chinese people become richer year by year, and also of course, as China becomes more urbanized, China is urbanizing faster again than any other society, on the face of the earth. ALISON BEARD: Elsbeth, how should international companies trying to operate in China either work with Chinese counterparts or the government, or tap into that huge market that Rana is talking about, how should they change the way they’re approaching things?