Market Entry in China

Download or read book Market Entry in China written by Christiane Prange and published by Springer. This book was released on 2016-05-14 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.