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| Author: | Yaping, C. Jun, Y. |
| Title: | Mercedes-Benz car destroyed in China - A case of cross-cultural and national marketing |
| Journal: | Journal of Euromarketing
2002 : VOL. 12:2, p. 71-86 |
| Index terms: | Marketing Brands Cars Consumers Culture Transition economies Case studies China Asia |
| Language: | eng |
| Abstract: | As more and more multinational corporations (MNCs) are converging their marketing efforts in a transitional economy of China, they meet vital challenges in understanding its cultural environment and marketing infrastructure. This article offers a case study about two Benz cars being shattered in Mainland China recently. The case study indicates that Benz's conservative strategies on product distribution and after service were collided with earthy and specific demands of the Chinese market. Managerial implications for MNCs operating in China and other transitional economies are presented. |
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