Since the emergence of consumer spending in the late eighties, the People’s Republic of China has met with an invasion of consumer goods companies willing to exploit the country’s promising consumer base. Yet, there is a discrepancy between China’s vast potential for company growth and the negative experiences Western companies have to cope with when trying to gain a foothold on the mainland. Alexander G. C. Dony examines market entry behaviour in China on the basis of a structured empirical analysis and discusses the crucial issues of a successful entry strategy. The author highlights areas - mainly related to China’s geographical segmentation, its highly dynamic situation, and its idiosyncrasies - which require particular attention when developing an appropriate entry mode and an effective marketing plan.
