The article provides guidance for managers seeking to successfully position their products in the Chinese medium market segment.
Data are collected and analyzed from about 25 international manufacturing companies.
Findings identify barriers and challenges and give guidance during strategy preparation, formulation, and implementation for entering the Chinese medium market segment.
Managers benefit from a practical framework to overcome barriers during the strategy process on market entry into the Chinese medium market segment.
New strategic potentials and risks in China's emerging market make entry into the medium market for international firms an imperative step.
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
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