In today’s highly competitive business environment, it is the disrupters rather than the disrupted that prolong their competitive advantage. Market disruption takes place a lot faster online than in the retail world. Today, ‘‘to Google’’ is a verb, while the words ‘‘Friends Reunited,’’ Britain’s most valuable online brand, often appear in newspaper headlines. What we witness is that successful firms are those that reinvent themselves continually and have an open mind about the future. Recently, China’s leading Internet search engine, Baidu.com, was listed on America’s NASDAQ exchange and became the largest first-day gain since the dotcom bubble with 354 percent stock increase and worth nearly $4 billion. As one of the world’s largest Internet markets, China had roughly 94 million Internet users in 2004. Some large portals in China such as Netease, Sina, Sohu and Tom, have been making a healthy profit since 2003. Yahoo and Google also have established their presence in China. At the same time, they are facing intense competition from domestic rivals. Should U.S. companies adjust their marketing strategies in China? Should they approach the largest market with regional or global strategies? What are some of the advantages and disadvantages of different marketing strategies?