Market Entry in China

Beschreibung

This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s growth makes it unique and investment opportunities are very attractive. Despite the potential, many western companies fail in their market entry strategies. This book traces the major sources of failure and uses cases to illustrate how firms can better cope with the challenging Chinese market. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players.
This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s growth makes it unique and investment opportunities are very attractive. Despite the potential, many western companies fail in their market entry strategies. This book traces the major sources of failure and uses cases to illustrate how firms can better cope with the challenging Chinese market. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players.
Presents a unique compilation of up-to-date cases that give broad insight in major success factors when entering China Offers insights from well-known and niche market companies, and their challenges Focuses on specific marketing, positioning, and branding issues relevant for the Chinese market Links practical problems with tools for analysis

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Christiane Prange

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Chinese business Brand strategy Luxury brands International market-entry Marketing-mix Business culture Pricing strategy Product strategy Business culture

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