Market Entry in China Case Studies on Strategy, Marketing, and Brand
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,
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Christiane Prange Editor
Market Entry in China Case Studies on Strategy, Marketing, and Branding
Management for Professionals
More information about this series at http://www.springer.com/series/10101
Christiane Prange Editor
Market Entry in China Case Studies on Strategy, Marketing, and Branding
Editor Christiane Prange School of Economics and Management Tongji University Shanghai, China
ISSN 2192-8096 ISSN 2192-810X (electronic) Management for Professionals ISBN 978-3-319-29138-3 ISBN 978-3-319-29139-0 (eBook) DOI 10.1007/978-3-319-29139-0 Library of Congress Control Number: 2016933765 # Springer International Publishing Switzerland 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG Switzerland
Contents
Part I
Introduction
The Promise of China . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Christiane Prange
3
Internationalizing to China: Challenges and Pitfalls . . . . . . . . . . . . . . . Christiane Prange
9
Marketing Decisions in China: Positioning, Branding, Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Christiane Prange Overview of the Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Christiane Prange Part II
17 27
Automotive Industry
Audi and the Chinese Market: A Success Story . . . . . . . . . . . . . . . . . . . Sylvie Hertrich and Ulrike Mayrhofer
37
Can PSA Peugeot Citroe¨n Succeed in China? . . . . . . . . . . . . . . . . . . . . Zhuomin Qin
45
Part III
Retail Industry
Marks & Spencer: A Global Expansion to Acquire Lost Momentum? . . . Umair Ahmed
61
IKEA in China: A “Glocal” Marketing Strategy . . . . . . . . . . . . . . . . . . Veronica Giunta
73
China’s Retailing Graveyard: A Case Study of TESCO . . . . . . . . . . . . . Pauline Cosijn
95
v
vi
Part IV
Contents
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