Entering Emerging Media Markets: Analyzing the Case of the Chinese Magazine Market |
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| Authors: | Mania Strube |
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| Institution: | 1. University of Hamburg , Germany mania.strube@wiso.uni-hamburg.de |
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| Abstract: | This publication examines how Western publishing houses have entered the Chinese magazine market. Based on the industrial economics approach, the aim is to identify a successful market entry strategy into an emerging media market regarding entry timing, entry mode, entry process, and product choice. Applying a qualitative, exploratory approach, comparative case studies are used as primary research method and the market entries of four Western publishing houses are analyzed. Findings reveal that an early entry with cooperative entry modes and choosing a successful cooperation partner are important factors in the entry strategy. Further, an incremental expansion process and choosing a global brand that has already been successful world-wide facilitates the market entry. Obtaining general experience in internationalization and near-market experience could be identified as crucial issues for entering an emerging media market. |
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