Market Entry in China :: Case Studies on Strategy, Marketing, and Branding /: edited by Christiane Prange.

Prange, Christiane,

doi:10.1007/978-3-319-29139-0

Market Entry in China : Case Studies on Strategy, Marketing, and Branding / edited by Christiane Prange.

Prange, Christiane, editor.

2016

HF5410-5417.5

Available Online

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Details

Title

Market Entry in China : Case Studies on Strategy, Marketing, and Branding / edited by Christiane Prange.

ISBN

9783319291390
3319291394
9783319291383

DOI

https://doi.org/10.1007/978-3-319-29139-0

Published

Cham : Springer International Publishing : Imprint : Springer, 2016.

Language

English

Description

1 online resource (vi, 231 pages) : illustrations.

Item Number

10.1007/978-3-319-29139-0 doi

Call Number

HF5410-5417.5

Dewey Decimal Classification

658.8

Summary

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 Chinaℓ́ℓs 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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Access limited to authorized users.

Digital File Characteristics

text file PDF

Added Author

Prange, Christiane, editor.

Series

Management for professionals.

Available in Other Form

Print version: 9783319291383

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Online Access