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Luxury consumption in China: The potential of niche luxury brands and design SME's in the firsttier cities,Used
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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 mediumsized 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 mediumsized enterprises that currently refrain from market entry because of the incalculable nature of China's 1.3 billion consumers.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.