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Management for Professionals

Market Entry in China

Case Studies on Strategy, Marketing, and Branding

Editors: Prange, Christiane (Ed.)

  • Presents a unique compilation of up-to-date cases that give broad insight in major success factors when entering China
  • Offers insights from well-known and niche market companies, and their challenges
  • Focuses on specific marketing, positioning, and branding issues relevant for the Chinese market
  • Links practical problems with tools for analysis
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Buy this book

eBook $64.99
price for USA in USD (gross)
  • ISBN 978-3-319-29139-0
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $84.99
price for USA in USD
  • ISBN 978-3-319-29138-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $84.99
price for USA in USD
  • ISBN 978-3-319-80499-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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 authors

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).

Table of contents (18 chapters)

  • The Promise of China

    Prange, Christiane

    Pages 3-8

  • Internationalizing to China: Challenges and Pitfalls

    Prange, Christiane

    Pages 9-15

  • Marketing Decisions in China: Positioning, Branding, Marketing Mix

    Prange, Christiane

    Pages 17-25

  • Overview of the Book

    Prange, Christiane

    Pages 27-33

  • Audi and the Chinese Market: A Success Story

    Hertrich, Sylvie (et al.)

    Pages 37-44

Buy this book

eBook $64.99
price for USA in USD (gross)
  • ISBN 978-3-319-29139-0
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $84.99
price for USA in USD
  • ISBN 978-3-319-29138-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $84.99
price for USA in USD
  • ISBN 978-3-319-80499-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Market Entry in China
Book Subtitle
Case Studies on Strategy, Marketing, and Branding
Editors
  • Christiane Prange
Series Title
Management for Professionals
Copyright
2016
Publisher
Springer International Publishing
Copyright Holder
Springer International Publishing Switzerland
eBook ISBN
978-3-319-29139-0
DOI
10.1007/978-3-319-29139-0
Hardcover ISBN
978-3-319-29138-3
Softcover ISBN
978-3-319-80499-6
Series ISSN
2192-8096
Edition Number
1
Number of Pages
VI, 231
Number of Illustrations
21 b/w illustrations, 16 illustrations in colour
Topics