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.
General
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