Market Entry in China

Case Studies on Strategy, Marketing, and Branding

Business & Finance, Management & Leadership, Management, Marketing & Sales
Cover of the book Market Entry in China by , Springer International Publishing
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Author: ISBN: 9783319291390
Publisher: Springer International Publishing Publication: May 14, 2016
Imprint: Springer Language: English
Author:
ISBN: 9783319291390
Publisher: Springer International Publishing
Publication: May 14, 2016
Imprint: Springer
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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