GERMAN

Market Entry Strategies for the PR China: An Empirical Study on the Beer and Softdrink Industry

By Alexander G. C. Dony (auth.)

Book information

Publisher
Deutscher Universitätsverlag
Year
1999
ISBN
978-3-8244-6781-5, 978-3-663-08199-9
DOI
10.1007/978-3-663-08199-9
Language
german
Format
PDF
Filesize
6 MB (6065564 bytes)
Edition
1
Pages
234\245
Orientation
yes
Scanned
yes
Time added
2013-09-12 06:35:22
Economics/Management Sciencegeneral

Description

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.

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1951 · PDF