Luxury consumption in China

9783844395570: Luxury consumption in China
Vom Verlag:

The large international brands often get all the attention when the potential of the Chinese luxury fever is discussed. Instead this book investigates the drivers of success for the numerous small international luxury brands that currently are flooding into China. Through a case study of two of the most progressive Scandinavian design firms in China - Georg Jensen and Rosendahl - 7 drivers of success for small- and medium-sized firms are identified. The book is based on field studies and interviews with executives from the case firms, Danish embassy executives and professors in China and Denmark. The objective is to make China more accessible to the many small and medium-sized enterprises that currently refrain from market entry because of the incalculable nature of China's 1.3 billion consumers.

Über den Autor:

MSc. Has studied Business Administration and Strategic Market Creation at Copenhagen Business School and Sun Yat-Sen University. He is the co-founder of Small Fish PR and is currently working in key client management at the largest container shipping company in the world - Maersk Line.

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