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Market Entry Strategies for the PR China

An Empirical Study on the Beer and Softdrink Industry

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  • ISBN 978-3-663-08199-9
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About this Textbook

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 authors

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.

Table of contents (7 chapters)

Table of contents (7 chapters)

Buy this book

eBook $49.99
price for USA in USD
  • ISBN 978-3-663-08199-9
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $59.99
price for USA in USD
  • ISBN 978-3-8244-6781-5
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
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Bibliographic Information

Bibliographic Information
Book Title
Market Entry Strategies for the PR China
Book Subtitle
An Empirical Study on the Beer and Softdrink Industry
Copyright
1999
Publisher
Deutscher Universitätsverlag
Copyright Holder
Springer Fachmedien Wiesbaden
eBook ISBN
978-3-663-08199-9
DOI
10.1007/978-3-663-08199-9
Softcover ISBN
978-3-8244-6781-5
Edition Number
1
Number of Pages
XXVI, 234
Number of Illustrations
26 b/w illustrations
Topics