Since the beginning of the opening process to international trade of the Chinese economy, China has become an area of interest for western companies. Initially, investments focused on cost saving localization of manufacturing plants, afterwards market opportunities started to be pursued. For consumer goods companies, a key issue for developing a significant presence in the Chinese market is the relationship with retail channels. This paper analyzes the main drivers of the modernization process of retailing and wholesaling in China, following a double perspective: a structural perspective, and a relational perspective.

The modernization process of Chinese retailing

MUSSO, FABIO
2012

Abstract

Since the beginning of the opening process to international trade of the Chinese economy, China has become an area of interest for western companies. Initially, investments focused on cost saving localization of manufacturing plants, afterwards market opportunities started to be pursued. For consumer goods companies, a key issue for developing a significant presence in the Chinese market is the relationship with retail channels. This paper analyzes the main drivers of the modernization process of retailing and wholesaling in China, following a double perspective: a structural perspective, and a relational perspective.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11576/2575781
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