Market Entry in China

Case Studies on Strategy, Marketing, and Branding

Buch | Softcover

VI, 231 Seiten

2018 | Softcover reprint of the original 1st ed. 2016
Springer International Publishing (Verlag)
978-3-319-80499-6 (ISBN)

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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.

Christiane Prange is a Professor of Global Strategy and Marketing at Tongji University, China. She obtained her Ph.D. from Geneva University, Switzerland, and has lectured as a visiting professor in more than ten countries, including Austria, China, Malaysia, Russia, Romania and U.K. She has also consulted multinational companies on marketing and internationalization strategies, global innovation management, and agility. She has published five books and several journal articles, and has presented her work at major international conferences, including Strategic Management Society (SMS), Academy of Management (AOM), and Academy of International Business (AIB).

Introduction.- Automotive Industry.- Retail Industry.- Fashion, Luxury, and Play.- Beverages and Food.- Summary and Outlook.

Erscheinungsdatum	05.03.2022
Reihe/Serie	Management for Professionals
Zusatzinfo	VI, 231 p. 37 illus., 16 illus. in color.
Verlagsort	Cham
Sprache	englisch
Maße	155 x 235 mm
Gewicht	3693 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
	Wirtschaft ► Volkswirtschaftslehre
Schlagworte	brand strategy • business culture • Chinese business • International market-entry • Luxury brands • Marketing-Mix • pricing strategy • product strategy
ISBN-10	3-319-80499-5 / 3319804995
ISBN-13	978-3-319-80499-6 / 9783319804996
Zustand	Neuware