Redefining product strategies in China: overcoming barriers to enter the medium market segment
Metadata only
Date
2008Type
- Journal Article
ETH Bibliography
yes
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Abstract
Purpose
The article provides guidance for managers seeking to successfully position their products in the Chinese medium market segment.
Design/methodology/approach
Data are collected and analyzed from about 25 international manufacturing companies.
Findings
Findings identify barriers and challenges and give guidance during strategy preparation, formulation, and implementation for entering the Chinese medium market segment.
Practical implications
Managers benefit from a practical framework to overcome barriers during the strategy process on market entry into the Chinese medium market segment.
Originality/value
New strategic potentials and risks in China's emerging market make entry into the medium market for international firms an imperative step. Show more
Publication status
publishedExternal links
Journal / series
Strategic directionVolume
Pages / Article No.
Publisher
EmeraldSubject
China; Manufacturing industries; Market segmentation; Product managementOrganisational unit
03681 - Fleisch, Elgar / Fleisch, Elgar
03695 - Hoffmann, Volker / Hoffmann, Volker
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ETH Bibliography
yes
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