02874nam 22006255 450 991025467050332120200706201454.03-319-29139-410.1007/978-3-319-29139-0(CKB)3710000000667125(EBL)4528451(DE-He213)978-3-319-29139-0(MiAaPQ)EBC4528451(PPN)224334816(EXLCZ)99371000000066712520160514d2016 u| 0engur|n|---|||||txtrdacontentcrdamediacrrdacarrierMarket Entry in China Case Studies on Strategy, Marketing, and Branding /edited by Christiane Prange1st ed. 2016.Cham :Springer International Publishing :Imprint: Springer,2016.1 online resource (220 p.)Management for Professionals,2192-8096Description based upon print version of record.3-319-29138-6 Includes bibliographical references.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.Management for Professionals,2192-8096MarketingLeadershipGlobalizationMarketsMarketinghttps://scigraph.springernature.com/ontologies/product-market-codes/513000Business Strategy/Leadershiphttps://scigraph.springernature.com/ontologies/product-market-codes/515010Emerging Markets/Globalizationhttps://scigraph.springernature.com/ontologies/product-market-codes/525010Marketing.Leadership.Globalization.Markets.Marketing.Business Strategy/Leadership.Emerging Markets/Globalization.303.482Prange Christianeedthttp://id.loc.gov/vocabulary/relators/edtMiAaPQMiAaPQMiAaPQBOOK9910254670503321Market Entry in China2124915UNINA