A Study of EC Firms’ Choice of Entry Mode into the Chinese Market: Licensing or Joint Ventures?
Since 1978, China has embarked on an ‘open door’ policy in order to develop its national economy, having been hampered by ideological considerations for many years. At the same time, Western firms have shown great interest in securing a profitable share of what is potentially the world’s largest consumer market (of over one billion people). As a result, the trade and economic relations between China and Western countries have been greatly enhanced during the past decade.
KeywordsEurope Income Marketing Omic Jobber
Unable to display preview. Download preview PDF.