Market Entry in China

Part I. Introduction

1. The Promise of China
Christiane Prange

2. Internationalizing to China: Challenges and Pitfalls
Christiane Prange

3. Marketing Decisions in China: Positioning, Branding, Marketing Mix
Christiane Prange

4. Overview of the Book
Christiane Prange

Part II. Automotive Industry

5. Audi and the Chinese Market: A Success Story
Sylvie Hertrich, Ulrike Mayrhofer

6. Can PSA Peugeot Citroën Succeed in China?
Zhuomin Qin

Part III. Retail Industry

7. Marks & Spencer: A Global Expansion to Acquire Lost Momentum?
Umair Ahmed

8. IKEA in China: A “Glocal” Marketing Strategy
Veronica Giunta

9. China’s Retailing Graveyard: A Case Study of TESCO
Pauline Cosijn

Part IV. Fashion, Luxury, and Play

10. Take the Opportunity to Pilfer a Goat: Lessons from Gieves & Hawkes
Klaus Heine, Katharina Kübrich, Jaihak Chung

11. HTH’s Exploration in China
Dong Bian

12. Master International Franchising in China: The Case of the Athlete’s Foot
Ilan Alon

13. Mattel’s Second Attempt to Crack the Chinese Market: Will China Embrace the American Barbie Doll This Time?
Britt Kühne

Part V. Beverages and Food

14. TPresso: Is the Tea Machine Too Cheap for the Chinese Market?
Christiane Prange

15. Coca-Cola in China: Will Their Brands Survive in This Challenging Market?
Patricia Schnitger

16. Danone–Dumex in China: The First Drink of Milk
Hua Li, Yao Chen Grenot

Part VI. Summary and Outlook

17. Preparing Business Activities in China
Christiane Prange

18. The Future
Christiane Prange

Nyckelord: Business and Management, Marketing, Business Strategy/Leadership, Emerging Markets/Globalization