Entering the Chinese mid‐market segment: key to long‐term success?

Abstract

Purpose

The paper aims to provide guidance for managers seeking to successfully position their products in the Chinese mid‐market segment.

Design/methodology/approach

Data were collected and analyzed from about 25 international and Chinese manufacturing companies.

Findings

Findings identify barriers and key success factors and give guidance for international and Chinese firms to adopt a long‐term strategy to succeed in the Chinese mid‐market segment.

Research limitations/implications

Future studies in the context of product strategies in China would be beneficial when considering the long‐term effects of the perspectives and advantages of global scale and branding.

Practical implications

Managers benefit from a practical framework to overcome barriers during the strategy process on market entry into the Chinese mid‐market segment.

Originality/value

New strategic potentials and risks in China's emerging market make considering an entry into the mid‐market an imperative step for international and domestic firms.

Citation

Gebauer, H., Fischer, T. and Fleisch, E. (2009), "Entering the Chinese mid‐market segment: key to long‐term success?", Strategy & Leadership, Vol. 37 No. 5, pp. 31-39. https://doi.org/10.1108/10878570910986461