Market Entry Strategies for the PR China An Empirical Study on the Beer and Softdrink Industry
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 an...
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| Format: | eBook |
| Language: | German |
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Wiesbaden
Deutscher Universitätsverlag
1999, 1999
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| Edition: | 1st ed. 1999 |
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| Online Access: | |
| Collection: | Springer Book Archives -2004 - Collection details see MPG.ReNa |
Table of Contents:
- Fundamentals and Theoretical Framework
- Theoretical Framework
- PR China: An Investor’s Perspective
- Empirical Study
- Determinants of Market Entry Behavior
- Designing the Mode of Entry
- Developing the Marketing Plan
- Conclusion