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Market Entry in China: Case Studies on Strategy, Marketing, and Branding Hardcover – 1 Jun 2016

ISBN-13: 978-3319291383 ISBN-10: 3319291386 Edition: 1st ed. 2016

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Product details

  • Hardcover: 240 pages
  • Publisher: Springer; 1st ed. 2016 edition (1 June 2016)
  • Language: English
  • ISBN-10: 3319291386
  • ISBN-13: 978-3319291383
  • Product Dimensions: 15.6 x 1.4 x 23.4 cm
  • Boxed-product Weight: 499 g
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Product description

From the Back Cover

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.

About the Author

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 published five books and several journal articles, and has presented her work at major international conferences, including Strategic Management Society (SMS), Academy of Management (AOM), and Academy of International Business (AIB).


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