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Market Entry in China

Case Studies on Strategy, Marketing, and Branding

  • Book
  • © 2016

Overview

Editors:
  1. Christiane Prange

    1. School of Economics and Management, Tongji University, Shanghai, China

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  • 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

Part of the book series: Management for Professionals (MANAGPROF)

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Table of contents (18 chapters)

  1. Front Matter

    Pages i-vi
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  2. Introduction

    1. Front Matter

      Pages 1-1
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    2. The Promise of China

      • Christiane Prange
      Pages 3-8

    3. Internationalizing to China: Challenges and Pitfalls

      • Christiane Prange
      Pages 9-15

    4. Marketing Decisions in China: Positioning, Branding, Marketing Mix

      • Christiane Prange
      Pages 17-25

    5. Overview of the Book

      • Christiane Prange
      Pages 27-33

  3. Automotive Industry

    1. Front Matter

      Pages 35-35
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    2. Audi and the Chinese Market: A Success Story

      • Sylvie Hertrich, Ulrike Mayrhofer
      Pages 37-44

    3. Can PSA Peugeot Citroën Succeed in China?

      • Zhuomin Qin
      Pages 45-58

  4. Retail Industry

    1. Front Matter

      Pages 59-59
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    2. Marks & Spencer: A Global Expansion to Acquire Lost Momentum?

      • Umair Ahmed
      Pages 61-72

    3. IKEA in China: A “Glocal” Marketing Strategy

      • Veronica Giunta
      Pages 73-93

    4. China’s Retailing Graveyard: A Case Study of TESCO

      • Pauline Cosijn
      Pages 95-103

  6. Beverages and Food

    1. Front Matter

      Pages 165-165
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    2. TPresso: Is the Tea Machine Too Cheap for the Chinese Market?

      • Christiane Prange
      Pages 167-182
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Keywords

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.

Editors and Affiliations

  • School of Economics and Management, Tongji University, Shanghai, China

    Christiane Prange

About the editor

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).


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

  • DOI: https://doi.org/10.1007/978-3-319-29139-0

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer International Publishing Switzerland 2016

  • Hardcover ISBN: 978-3-319-29138-3Published: 24 May 2016

  • Softcover ISBN: 978-3-319-80499-6Published: 20 June 2018

  • eBook ISBN: 978-3-319-29139-0Published: 14 May 2016

  • Series ISSN: 2192-8096

  • Series E-ISSN: 2192-810X

  • Edition Number: 1

  • Number of Pages: VI, 231

  • Number of Illustrations: 21 b/w illustrations, 16 illustrations in colour

  • Topics: Marketing, Business Strategy/Leadership, Emerging Markets/Globalization

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