TY  - JOUR
AB  - 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.
VL  - 24
IS  - 5
SN  - 0258-0543
DO  - 10.1108/02580540810867853
UR  - https://doi.org/10.1108/02580540810867853
AU  - Fischer Thomas
AU  - Gebauer Heiko
AU  - Fleisch Elgar
PY  - 2008
Y1  - 2008/01/01
TI  - Redefining product strategies in China: overcoming barriers to enter the medium market segment
T2  - Strategic Direction
PB  - Emerald Group Publishing Limited
SP  - 3
EP  - 5
Y2  - 2024/04/20
ER  -