By Markus B. Hofer, Bernhard Ebel

ISBN-10: 3540346147

ISBN-13: 9783540346142

China is the world’s greatest energy quarter, attaining financial development charges that exceed these of so much industrialized international locations. during this ebook practitioners of overseas businesses are provided invaluable insights and classes from validated and profitable managers, lecturers and experts. The publication is split into 3 elements: "Opportunities and demanding situations in China", "Strategies for marketplace access and company luck" and "Practical Insights from China". It covers a number of issues similar to enterprise suggestions, branding, pricing, marketplace learn, criminal constraints and profitable enterprise kin.

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A sales brochure that merely lists a series of technical performance factors has little chance of success in China: It is considered to be a manifestation of western rationalism, which is missing the warmth and sensitivity for the things that truly count in life. So, for example, while an advertising campaign which employs philosophical poems to praise a new industrial zone would be offensive in the West, it would be considered completely appropriate in China.  Distribution policy: In sales and logistics, it is also important to maintain a balance between East and West.

In light of the danger of a distorted perception of opportunities and risks, a commitment in China should be soberly addressed, regardless of whether or not a company has already invested. Realistic assumptions vis-à-vis the market and the available resources should be employed in developing a solid business plan. ”Strategic relevance” should be quantified on the basis of the difference in the reflux of funds for an alternative investment. Companies that are already engaged in China can choose from the following alternatives: If the investment is already profitable or, if the break- After the Hype: Investment in China?

Sometimes it almost seems as if every relatively large firm believes that it must be represented in China. But very few of those that have expanded to China since the country's opening can claim presentable results”1. The same seems to apply for American companies in China: according to a study conducted by the University of New Haven, almost all of them have incurred losses. The meager total return of around 8 billion US dollars in 2003 in no way represents the total size of the market; in addition, almost one third of this amount can be attributed to five large-scale enterprises – three automobile manufacturers, Yum Brands (KFC) and McDonald’s2.

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Business Success in China by Markus B. Hofer, Bernhard Ebel


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