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

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

byChristiane Prange

Kobo ebook | May 14, 2016

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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.

Title:Market Entry in China: Case Studies on Strategy, Marketing, and BrandingFormat:Kobo ebookPublished:May 14, 2016Publisher:Springer International PublishingLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3319291394

ISBN - 13:9783319291390

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