Titlebook: Market Entry in China; Case Studies on Stra Christiane Prange Book 2016 Springer International Publishing Switzerland 2016 Chinese business

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https://doi.org/10.1007/978-3-319-29139-0Chinese business; Brand strategy; Luxury brands; International market-entry; Marketing-mix; Business cult

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978-3-319-80499-6Springer International Publishing Switzerland 2016

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Overview of the Bookintroduce the reader to the problem. Several questions, tools, and overall themes help to prepare for case analysis and better understanding. Cases can be used to acquire in-depth knowledge on industries and companies as well as to discuss with interested people.

只看該作者 · 發(fā)表于 2025-3-29 16:39:27

Audi and the Chinese Market: A Success Storyped its sales in China and has also established several production facilities. Today, competition in the ‘premium’ segment is strong, and German competitors BMW and Mercedes also follow ambitious development plans in China. The Audi brand thus has to multiply its efforts to remain the market leader in this segment.

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只看該作者 · 發(fā)表于 2025-3-30 02:33:15

Marks & Spencer: A Global Expansion to Acquire Lost Momentum?was struck with the obstacle of globalization. The company seemed to be ill-prepared to tackle the challenges of international marketing but was still determined to correct the situation. The case investigates how the company can adapt to the new challenges and how to manage its business in China.

只看該作者 · 發(fā)表于 2025-3-30 06:19:44

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