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Market Entry in China: Case Studies on Strategy, Marketing, and Branding
Christiane Prange (Ed.)
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Description for Market Entry in China: Case Studies on Strategy, Marketing, and Branding
Hardback. Editor(s): Prange, Christiane. Series: Management for Professionals. Num Pages: 237 pages, 21 black & white illustrations, 16 colour illustrations, biography. BIC Classification: 1FPC; KJC; KJS. Category: (P) Professional & Vocational. Dimension: 168 x 243 x 19. Weight in Grams: 516.
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.
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.
Product Details
Publisher
Springer International Publishing AG
Format
Hardback
Publication date
2016
Series
Management for Professionals
Condition
New
Weight
515g
Number of Pages
231
Place of Publication
Cham, Switzerland
ISBN
9783319291383
SKU
V9783319291383
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Christiane Prange (Ed.)
Christiane Prange is a Professor of Global Strategy and Marketing at Tongji University, China. She obtained her Ph.D. from Geneva University, Switzerland, and has lectured as a visiting professor in more than ten countries, including Austria, China, Malaysia, Russia, Romania and U.K. She has also consulted multinational companies on marketing and internationalization strategies, global innovation management, and agility. She has ... Read more
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