Market Entry in China Case Studies on Strategy, Marketing, and Branding /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Prange, Christiane (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2016.
• Series: Management for Professionals,
• Subjects: Business.; Marketing.; Leadership.; Globalization.; Markets.; Business and Management.; Business Strategy/Leadership.; Emerging Markets/Globalization.
• Physical Description: VI, 231 p. 37 illus., 16 illus. in color. online resource.
• ISBN: 9783319291390
• ISSN: 2192-8096

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.