Entering the Chinese Market

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Rising competion within established markets induces major enterprises search for new sales market. Unsaturated markets that bear potential growth but skilled labour come closer to the focus of companies. But different rules, culture and conditions has to be adopted in order to be successful. What is the best way to enter those markets that differs so much from the home market? What strategy fits best to the companies goals? China is thereby more and more in the focus of a companies internationalization strategy. What barriers have to be taken into consideration in general and for the Chinese economy? The author Elisabeth Bilewicz describes potential market entry strategies and gives an overview about the pros and cons of each market entry form. Going more into detail she works out market entry barriers and adapt them onto the Chinese economy. The basis of her market entry barrier analysis are on the economical side the Porters Five Forces, culturally the Hofstedes cultural value dimension and on the organizations side the SWOT-analysis. The book is addressed to decisions makers that are concerned with a new market entry in general – due to the large theoretical part of this book - and especially into China, economists and managers.