Overview
- 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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Keywords
Table of contents (18 chapters)
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Summary and Outlook
Editors and Affiliations
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