Market Entry Strategies for the PR China

1. Front Matter

   Pages I-XXVI

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2. Fundamentals and Theoretical Framework

   1. Front Matter

      Pages 1-1

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   2. Introduction

      • Alexander G. C. Dony

      Pages 3-13

   3. Theoretical Framework

      • Alexander G. C. Dony

      Pages 15-43

   4. PR China: An Investor’s Perspective

      • Alexander G. C. Dony

      Pages 45-79

3. Empirical Study

   1. Front Matter

      Pages 81-81

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   2. Determinants of Market Entry Behavior

      • Alexander G. C. Dony

      Pages 83-104

   3. Designing the Mode of Entry

      • Alexander G. C. Dony

      Pages 105-159

   4. Developing the Marketing Plan

      • Alexander G. C. Dony

      Pages 161-199

   5. Conclusion

      • Alexander G. C. Dony

      Pages 201-204

4. Back Matter

   Pages 205-234

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Since the emergence of consumer spending in the late eighties, the People's Republic of China has met with an invasion of consumer goods companies willing to exploit the country's promising consumer base. Yet, there is a discrepancy between China's vast potential for company growth and the negative experiences Western companies have to cope with when trying to gain a foothold on the mainland. Alexander G. C. Dony examines market entry behaviour in China on the basis of a structured empirical analysis and discusses the crucial issues of a successful entry strategy. The author highlights areas - mainly related to China's geographical segmentation, its highly dynamic situation, and its idiosyncrasies - which require particular attention when developing an appropriate entry mode and an effective marketing plan.

• China
• International Business
• Management
• Marketing
• Wirtschaft
• strategisches Management

Dr. Alexander G. C. Dony promovierte bei Prof. Dr. Emil Brauchlin an der Universität St. Gallen. Er ist derzeit als Assistant Brand Manager für Procter & Gamble tätig.

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