Three essays on international marketing in the Chinese market

With a population of 1.3 billion, China is the world’s second largest economy. It has recently entered a “new normal” phase, characterized by slower economic growth. However, the rise of the middle class and strong consumer spending continue to stimulate growth in several sectors of the world’s economy. On the other hand, despite the country’s modernization, China remains a developing country with specific characteristics that require foreign firms to reconsider the strategies they have developed for traditional markets. Moreover, its wide territory has not developed equally, resulting in great regional disparity. Therefore, the Chinese market represents an interesting setting for research. This thesis contributes to the recent debate about international marketing strategies in emerging markets. The aim is to analyze the key marketing issues for foreign firms operating in China, such as distribution, communication, and price, whereas product is tackled across all three studies. As the Chinese market is rapidly becoming a more competitive environment, more studies should be undertaken in this context, thus contributing to the advancement of knowledge in management studies and presenting relevant managerial implications.