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

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. Front Matter....Pages I-XXVI Front Matter....Pages 1-1 Introduction....Pages 3-13 Theoretical Framework....Pages 15-43 PR China: An Investor’s Perspective....Pages 45-79 Front Matter....Pages 81-81 Determinants of Market Entry Behavior....Pages 83-104 Designing the Mode of Entry....Pages 105-159 Developing the Marketing Plan....Pages 161-199 Conclusion....Pages 201-204 Back Matter....Pages 205-234