Market Entry in China

Edited by Christiane Prange ()

in Management for Professionals from Springer

Date: 2016
ISBN: 978-3-319-29139-0
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Chapters in this book:

The Promise of China

Christiane Prange

Internationalizing to China: Challenges and Pitfalls

Christiane Prange

Marketing Decisions in China: Positioning, Branding, Marketing Mix

Christiane Prange

Overview of the Book

Christiane Prange

Audi and the Chinese Market: A Success Story

Sylvie Hertrich and Ulrike Mayrhofer

Can PSA Peugeot Citroën Succeed in China?

Zhuomin Qin

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

Umair Ahmed

IKEA in China: A “Glocal” Marketing Strategy

Veronica Giunta

China’s Retailing Graveyard: A Case Study of TESCO

Pauline Cosijn

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

Klaus Heine, Katharina Kübrich and Jaihak Chung

HTH’s Exploration in China

Dong Bian

Master International Franchising in China: The Case of the Athlete’s Foot

Ilan Alon

Mattel’s Second Attempt to Crack the Chinese Market: Will China Embrace the American Barbie Doll This Time?

Britt Kühne

TPresso: Is the Tea Machine Too Cheap for the Chinese Market?

Christiane Prange

Coca-Cola in China: Will Their Brands Survive in This Challenging Market?

Patricia Schnitger

Danone–Dumex in China: The First Drink of Milk

Hua Li and Yao Chen Grenot

Preparing Business Activities in China

Christiane Prange

The Future

Christiane Prange

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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmtpr:978-3-319-29139-0

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

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