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Redefining product strategies in China: overcoming barriers to enter the medium market segment

Redefining product strategies in China: overcoming barriers to enter the medium market segment 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Redefining product strategies in China: overcoming barriers to enter the medium market segment

Strategic Direction , Volume 24 (5): 3 – Apr 18, 2008

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0258-0543
DOI
10.1108/02580540810867853
Publisher site
See Article on Publisher Site

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.

Journal

Strategic DirectionEmerald Publishing

Published: Apr 18, 2008

Keywords: China; Product management; Market segmentation; Manufacturing industries

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