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© 1999

Market Entry Strategies for the PR China

An Empirical Study on the Beer and Softdrink Industry

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Table of contents

  1. Front Matter
    Pages I-XXVI
  2. Fundamentals and Theoretical Framework

    1. Front Matter
      Pages 1-1
    2. Alexander G. C. Dony
      Pages 3-13
    3. Alexander G. C. Dony
      Pages 15-43
    4. Alexander G. C. Dony
      Pages 45-79
  3. Empirical Study

    1. Front Matter
      Pages 81-81
    2. Alexander G. C. Dony
      Pages 83-104
    3. Alexander G. C. Dony
      Pages 105-159
    4. Alexander G. C. Dony
      Pages 161-199
    5. Alexander G. C. Dony
      Pages 201-204
  4. Back Matter
    Pages 205-234

About this book

Introduction

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.

Keywords

China International Business Management Marketing Wirtschaft strategisches Management

About the authors

Dr. Alexander G. C. Dony promovierte bei Prof. Dr. Emil Brauchlin an der Universität St. Gallen. Er ist derzeit als Assistant Brand Manager für Procter & Gamble tätig.

Bibliographic information

  • Book Title Market Entry Strategies for the PR China
  • Book Subtitle An Empirical Study on the Beer and Softdrink Industry
  • DOI https://doi.org/10.1007/978-3-663-08199-9
  • Copyright Information Springer Fachmedien Wiesbaden 1999
  • Publisher Name Deutscher Universitätsverlag, Wiesbaden
  • eBook Packages Springer Book Archive
  • Softcover ISBN 978-3-8244-6781-5
  • eBook ISBN 978-3-663-08199-9
  • Edition Number 1
  • Number of Pages XXVI, 234
  • Number of Illustrations 26 b/w illustrations, 0 illustrations in colour
  • Topics Business and Management, general
  • Buy this book on publisher's site