Redefining product strategies in China: Overcoming barriers to enter the medium market segment
Journal
Strategic Direction
ISSN
0258-0543
Type
newspaper article
Date Issued
2008-04-15
Author(s)
Abstract
The article provides guidance for managers seeking to successfully position their products in the Chinese medium market segment.
Data are collected and analyzed from about 25 international manufacturing companies. Findings identify barriers and challenges and give guidance during strategy preparation, formulation, and implementation for entering the Chinese medium market segment.
New strategic potentials and risks in China's emerging market make entry into the medium market for international firms an imperative step.
Managers benefit from a practical framework to overcome barriers during the strategy process on market entry into the Chinese medium market segment.
Data are collected and analyzed from about 25 international manufacturing companies. Findings identify barriers and challenges and give guidance during strategy preparation, formulation, and implementation for entering the Chinese medium market segment.
New strategic potentials and risks in China's emerging market make entry into the medium market for international firms an imperative step.
Managers benefit from a practical framework to overcome barriers during the strategy process on market entry into the Chinese medium market segment.
Language
English
Keywords
China
product strategy
medium market segment
manufacturing companies
HSG Classification
contribution to practical use / society
Refereed
Yes
Publisher
Emerald
Volume
24
Number
5
Start page
3
End page
5
Pages
3
Subject(s)
Division(s)
Eprints ID
44513