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

Thomas Fischer; Heiko Gebauer; Elgar Fleisch

doi:10.1108/02580540810867853

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Strategic Direction

ISSN: 0258-0543

Online from: 2002

Subject Area: Strategy

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

Document Information:
Title:	Redefining product strategies in China: overcoming barriers to enter the medium market segment
Author(s):	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.)
Citation:	Thomas Fischer, Heiko Gebauer, Elgar Fleisch, (2008) "Redefining product strategies in China: overcoming barriers to enter the medium market segment", Strategic Direction, Vol. 24 Iss: 5, pp.3 - 5
Keywords:	China, Manufacturing industries, Market segmentation, Product management
Article type:	Viewpoint
DOI:	10.1108/02580540810867853 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
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.