Market Entry in China

Case Studies on Strategy, Marketing, and Branding

  • Christiane Prange

Part of the Management for Professionals book series (MANAGPROF)

Table of contents

  1. Front Matter
    Pages i-vi
  2. Introduction

    1. Front Matter
      Pages 1-1
    2. Christiane Prange
      Pages 3-8
    3. Christiane Prange
      Pages 27-33
  3. Automotive Industry

    1. Front Matter
      Pages 35-35
    2. Sylvie Hertrich, Ulrike Mayrhofer
      Pages 37-44
  4. Retail Industry

  5. Fashion, Luxury, and Play

  6. Beverages and Food

    1. Front Matter
      Pages 165-165
    2. Hua Li, Yao Chen Grenot
      Pages 197-213
  7. Summary and Outlook

    1. Front Matter
      Pages 215-215
    2. Christiane Prange
      Pages 217-221
    3. Christiane Prange
      Pages 223-225
  8. Back Matter
    Pages 227-231

About this book


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, many western companies fail in their market entry strategies. This book traces the major sources of failure and uses cases to illustrate how firms can better cope with the challenging Chinese market. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players.


Chinese business Brand strategy Luxury brands International market-entry Marketing-mix Business culture Pricing strategy Product strategy Business culture

Editors and affiliations

  • Christiane Prange
    • 1
  1. 1.School of Economics and ManagementTongji UniversityShanghaiChina

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences