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Market entry in Chinacase studies on...

Prange, Christiane.

Market entry in Chinacase studies on strategy, marketing, and branding /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Market entry in Chinaedited by Christiane Prange.
Reminder of title:	case studies on strategy, marketing, and branding /
other author:	Prange, Christiane.
Published:	Cham :Springer International Publishing :2016.
Description:	vi, 231 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	EconomicsHistory.China
Online resource:	http://dx.doi.org/10.1007/978-3-319-29139-0
ISBN:	9783319291390$q(electronic bk.)

Market entry in Chinacase studies on strategy, marketing, and branding /
Market entry in Chinacase studies on strategy, marketing, and branding /[electronic resource] :edited by Christiane Prange. - Cham :Springer International Publishing :2016. - vi, 231 p. :ill., digital ;24 cm. - Management for professionals,2192-8096. - Management for professionals..

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

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.

ISBN: 9783319291390$q(electronic bk.)

Standard No.: 10.1007/978-3-319-29139-0doiSubjects--Topical Terms:

747251
Economics
--History.--China

LC Class. No.: HB126.C6

Dewey Class. No.: 330.951

Market entry in Chinacase studies on strategy, marketing, and branding /
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520 $a 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.
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