The Chinese are coming!

Chinese companies are changing their business models, approach, strategies andbrands to enter mainstream and often highly challenging markets; they areovercoming resistance and finding ways to enter markets where just a few yearsprobably no one would have dreamt they would or could enter. ThisApplication Note evaluates some of the strategies and tactics they have usedand identifies implications for Western companies threatened by such new entrants

Keywords: Entry strategies, Chinese competitors, localisation, Chinese brands, Chinese development strategies, megatrends, competitive advantage