Greater China in the Global Market
- ISBN-10
- 0789011883
- ISBN-13
- 9780789011886
- Category
- Consumption (Economics)
- Pages
- 208
- Language
- English
- Published
- 2000
- Publisher
- Psychology Press
- Author
- Yigang Pan
Description
From tips on how to run joint ventures with Chinese companies to research on the tastes of Chinese consumers, Greater China in the Global Market contains the most up-to-date information on business and marketing strategies in China. This volume brings you the expertise in Chinese corporate and consumer cultures you will need, including the merits and limitations of various entry strategies, including umbrella companies, franchising, and contractual joint ventures; the factors that influence timing your entry into the market; the changing tastes of Chinese consumers; and a thorough literature review of twenty years of marketing research on China.
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