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Market Entry in China

  • Fester Einband
  • 240 Seiten
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This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The shee... Weiterlesen
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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.

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


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: 9783319291383
ISBN: 3319291386
Format: Fester Einband
Herausgeber: Springer International Publishing
Anzahl Seiten: 240
Gewicht: 530g
Größe: H241mm x B160mm x T19mm
Jahr: 2016
Untertitel: Englisch
Auflage: 1st ed. 2016

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