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

Thomas Fischer (Institute of Technology Management, University of St Gallen, St Gallen, Switzerland.)
Heiko Gebauer (Institute of Technology Management, University of St Gallen, St Gallen, Switzerland.)
Elgar Fleisch (Institute of Technology Management, University of St Gallen, St Gallen, Switzerland.)

Strategic Direction

ISSN: 0258-0543

Article publication date: 18 April 2008

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.

Keywords

Citation

Fischer, T., Gebauer, H. and Fleisch, E. (2008), "Redefining product strategies in China: overcoming barriers to enter the medium market segment", Strategic Direction, Vol. 24 No. 5, pp. 3-5. https://doi.org/10.1108/02580540810867853

Publisher

:

Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited