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Market Entry in China

Part of the Management for Professionals Book Series

Editors: Prange, Christiane

DOI: 10.1007/978-3-319-29139-0

ISBN: 978-3-319-29138-3

Publisher: Springer International Publishing - Springer Journals

May 15, 2016

1 - 10 of 18 Chapters

LitStream

The Promise of China

Prange, Christiane

Pages: 3 –8

[Since opening up to foreign trade in 1979, China has become the land of promise for many Western companies. China has emerged as a major global player and today is the largest economy in the world. However, the economic crisis in 2008 has also affected China, with exports and foreign direct...
LitStream

Internationalizing to China: Challenges and Pitfalls

Prange, Christiane

Pages: 9 –15

[For companies, the historical development of China has held many promises, but now several conditions are making life more difficult. Competition of local brands is intensifying and profits are shrinking as a result of the economy’s slowdown. Several powerful corporations have gone confidently...
LitStream

Marketing Decisions in China: Positioning, Branding, Marketing Mix

Prange, Christiane

Pages: 17 –25

[Before the late 1970s, marketing was of no concern to Chinese companies because they took orders from the state and fulfilled predefined production and distribution targets. Alongside economic reforms, consumer income has become higher and the middle-income market has continuously increased,...
LitStream

Overview of the Book

Prange, Christiane

Pages: 27 –33

[The following case studies in this book deal with different industry sectors, which are very attractive for foreign companies. Case studies highlight a particular market entry or market development scenario and show how companies tackled specific challenges. Each case starts with a case synopsis...
LitStream

Audi and the Chinese Market: A Success Story

Hertrich, Sylvie; Mayrhofer, Ulrike

Pages: 37 –44

[Audi, a major actor in the ‘premium’ car market, appears to be highly successful in China, which has become the company’s first market worldwide. The company has acquired an important experience on international markets and entered the Chinese market in 1988. Since then, Audi has continuously...
LitStream

Can PSA Peugeot Citroën Succeed in China?

Qin, Zhuomin

Pages: 45 –58

[The case study presents and evaluates the strategy of the French automobile maker PSA Peugeot Citroën in the Chinese market. Though PSA was one of the pioneers entering the Chinese market, it seemed to barely enjoy a first-mover advantage. As compared to competitors such as GM, the company’s...
LitStream

Marks & Spencer: A Global Expansion to Acquire Lost Momentum?

Ahmed, Umair

Pages: 61 –72

[Marks & Spencer is a global food & fashion retailer. The company is almost 120 years old and is regarded by several business scholars as the leader of contemporary management practices in the twentieth century. It was experiencing, perhaps, one of its most glorious periods during late 1990s when...
LitStream

IKEA in China: A “Glocal” Marketing Strategy

Giunta, Veronica

Pages: 73 –93

[The present case study examines a strategic issue encountered by IKEA, the giant Swedish furnish company, while expanding into the Chinese market. After years from its entrance in the Asian country, IKEA was still struggling to achieve positive finiancial results. A lack of understanding of the...
LitStream

China’s Retailing Graveyard: A Case Study of TESCO

Cosijn, Pauline

Pages: 95 –103

[Many foreign firms have entered the Chinese retail market, lured by the prospect of a rapidly growing middle class. However, difficulties arise due to the inability of retailers to truly understand the country. In 2013, Tesco announced it would partner up with China Resource Enterprise (CRE),...
LitStream

Take the Opportunity to Pilfer a Goat: Lessons from Gieves & Hawkes

Heine, Klaus; Kübrich, Katharina; Chung, Jaihak

Pages: 107 –120

[Gieves & Hawkes (G&H), a time-honored British bespoke gentleman’s tailor expanded to China, which was a turning point in their history—not because it did not work out, but because they were by far more successful than expected. As a market entrance strategy they decided to work with a Chinese...

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