Jetzt 20% Rabatt auf alle English Books. Jetzt in über 4 Millionen Büchern stöbern und profitieren!
Willkommen, schön sind Sie da!
Logo Ex Libris

Market Entry in China

  • E-Book (pdf)
  • 231 Seiten
(0) Erste Bewertung abgeben
Alle Bewertungen ansehen
This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The she... Weiterlesen
CHF 82.90
Download steht sofort bereit
Informationen zu E-Books
E-Books eignen sich auch für mobile Geräte (sehen Sie dazu die Anleitungen).
E-Books von Ex Libris sind mit Adobe DRM kopiergeschützt: Erfahren Sie mehr.
Weitere Informationen finden Sie hier.
Bestellung & Lieferung in eine Filiale möglich


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.


Titel: Market Entry in China
Untertitel: Case Studies on Strategy, Marketing, and Branding
EAN: 9783319291390
ISBN: 978-3-319-29139-0
Format: E-Book (pdf)
Hersteller: Springer International Publishing
Herausgeber: Springer
Genre: Wirtschaft
Veröffentlichung: 14.05.2016
Digitaler Kopierschutz: Wasserzeichen
Dateigrösse: 4.21 MB
Anzahl Seiten: 231
Jahr: 2016

Weitere Bände aus der Buchreihe "Management for Professionals"