Market Entry in China - Case Studies on Strategy, Marketing, and Branding (Paperback, Softcover reprint of the original 1st ed. 2016)

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

Imprint:	Springer International Publishing AG
Country of origin:	Switzerland
Series:	Management for Professionals
Release date:	June 2018
First published:	2016
Editors:	Christiane Prange
Dimensions:	235 x 155 x 13mm (L x W x T)
Format:	Paperback
Pages:	231
Edition:	Softcover reprint of the original 1st ed. 2016
ISBN-13:	978-3-319-80499-6
Categories:	Books > Business & Economics > Economics > Microeconomics > Domestic trade Books > Business & Economics > Business & management > Management & management techniques > General Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	3-319-80499-5
Barcode:	9783319804996

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