If Amazon can't win in China, can anyone? When Amazon CEO Jeff
Bezos visited China in 2007, he expected that one day soon China
would be a double-digit percentage of Amazon's sales. Yet, by 2019,
Amazon, the most powerful and successful ecommerce company in the
world, had quit China. In Winning in China: 8 Stories of Success
and Failure in the World's Largest Economy, Wharton experts Lele
Sang and Karl Ulrich explore the success and failure of several
well-known companies, including Hyundai, LinkedIn, Sequoia Capital,
and InMobi, as more and more businesses look to reap profits from
the demand of 1.4 billion people. Sang, Global Fellow at the
Wharton School of the University of Pennsylvania, and Ulrich, Vice
Dean of Entrepreneurship and Innovation at the Wharton School,
answer four critical questions: Which factors explain the success
(or failure) of foreign companies entering China?What challenges
and pitfalls can a company entering China expect to encounter? How
can a prospective entrant realistically assess its chances? Which
managerial decisions are critical, and which approaches are most
effective? Sang and Ulrich answer these questions by examining the
stories of eight well-known and respected companies that have
entered China. They study: How Norwegian Cruise Line's entry into
China displays how cultural differences can boost or sink different
companies; How Intel, one of the oldest, most respected firms in
Silicon Valley, thrived in a country that seems to favor agile
upstarts; How Zegna, the Italian luxury brand, has emerged as
another surprising success story and how it plans to navigate new
headwinds from the COVID-19 pandemic.Through these engaging and
illuminating stories, Sang and Ulrich offer a framework and path
for organizations looking for a way to successfully enter the
world's largest economy. History can be a teacher, and China, a
country with 3,500 years of written history, has much to teach.
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