Localization Survival: Insights from the Success and Failure of Multinational Corporations' Management in China

Author: Yang Jie
Publisher:
Publish Date: 2004-02-01
Features: In today's highly integrated global economy, localization can be said to be the first step for enterprises to achieve internationalization. Both foreign companies entering the market and Chinese companies expanding overseas face the operational challenge of "localization survival." This book analyzes and summarizes the localization strategies of more than 20 multinational companies operating in China through their success and failure cases, covering aspects such as product branding, senior-level public relations, human resources, corporate culture, and marketing management. The aim is to draw insights that can inspire and provide reference for Chinese enterprises in their strategies of (rooting in the local market) and (expanding globally), as well as offer benefits to the management of foreign-invested enterprises operating in China.