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Market Entry in China

Overview of attention for book
Cover of 'Market Entry in China'

Table of Contents

  1. Altmetric Badge
    Book Overview
  2. Altmetric Badge
    Chapter 1 The Promise of China
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    Chapter 2 Internationalizing to China: Challenges and Pitfalls
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    Chapter 3 Marketing Decisions in China: Positioning, Branding, Marketing Mix
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    Chapter 4 Overview of the Book
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    Chapter 5 Audi and the Chinese Market: A Success Story
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    Chapter 6 Can PSA Peugeot Citroën Succeed in China?
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    Chapter 7 Marks & Spencer: A Global Expansion to Acquire Lost Momentum?
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    Chapter 8 IKEA in China: A “Glocal” Marketing Strategy
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    Chapter 9 China’s Retailing Graveyard: A Case Study of TESCO
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    Chapter 10 Take the Opportunity to Pilfer a Goat: Lessons from Gieves & Hawkes
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    Chapter 11 HTH’s Exploration in China
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    Chapter 12 Master International Franchising in China: The Case of the Athlete’s Foot
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    Chapter 13 Mattel’s Second Attempt to Crack the Chinese Market: Will China Embrace the American Barbie Doll This Time?
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    Chapter 14 TPresso: Is the Tea Machine Too Cheap for the Chinese Market?
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    Chapter 15 Coca-Cola in China: Will Their Brands Survive in This Challenging Market?
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    Chapter 16 Danone–Dumex in China: The First Drink of Milk
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    Chapter 17 Preparing Business Activities in China
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    Chapter 18 The Future
Attention for Chapter 17: Preparing Business Activities in China
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Summary
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Chapter title
Preparing Business Activities in China
Chapter number 17
Book title
Market Entry in China
Published by
Springer, Cham, January 2016
DOI 10.1007/978-3-319-29139-0_17
Book ISBNs
978-3-31-929138-3, 978-3-31-929139-0
Authors

Christiane Prange

View on publisher site
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