Skip to main content
SpringerLink
Log in

Market Entry Strategies for the PR China

An Empirical Study on the Beer and Softdrink Industry

  • Textbook
  • © 1999

Overview

Authors:
  1. Alexander G. C. Dony
    View author publications

    You can also search for this author in PubMed   Google Scholar

  • 549 Accesses

This is a preview of subscription content, log in via an institution to check access.

Access this book

Log in via an institution
eBook USD 49.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 49.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

Licence this eBook for your library

Institutional subscriptions

Table of contents (7 chapters)

  1. Front Matter

    Pages I-XXVI
    Download chapter PDF

  2. Fundamentals and Theoretical Framework

    1. Front Matter

      Pages 1-1
      Download chapter PDF

    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
      Download chapter PDF

    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
    Download chapter PDF
Back to top

Keywords

About this book

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.

About the author

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.

Bibliographic Information

  • Book Title: Market Entry Strategies for the PR China

  • Book Subtitle: An Empirical Study on the Beer and Softdrink Industry

  • Authors: Alexander G. C. Dony

  • DOI: https://doi.org/10.1007/978-3-663-08199-9

  • Publisher: Deutscher Universitätsverlag Wiesbaden

  • eBook Packages: Springer Book Archive

  • Copyright Information: Springer Fachmedien Wiesbaden 1999

  • Softcover ISBN: 978-3-8244-6781-5Published: 16 March 1999

  • eBook ISBN: 978-3-663-08199-9Published: 03 September 2013

  • Edition Number: 1

  • Number of Pages: XXVI, 234

  • Number of Illustrations: 26 b/w illustrations

  • Topics: Business and Management, general

Publish with us

Policies and ethics

Back to top

Search

Navigation