An examination of the joint venture market entry option in China : a case study of an Australian company's international marketing experience in China

Breth, Ron and White, Mona 2002, An examination of the joint venture market entry option in China : a case study of an Australian company's international marketing experience in China, Journal of international marketing and exporting, vol. 7, no. 2, pp. 114-130.

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Title An examination of the joint venture market entry option in China : a case study of an Australian company's international marketing experience in China
Author(s) Breth, Ron
White, Mona
Journal name Journal of international marketing and exporting
Volume number 7
Issue number 2
Start page 114
End page 130
Publisher University of Western Australia
Place of publication Nedlands, W.A.
Publication date 2002
ISSN 1324-5864
1832-2174
Summary There is a widely held view in the literature that foreign companies looking to invest in the China market should opt for joint ventures rather than wholly foreign-owned enterprises for many reasons, ranging from a smaller capital commitment to utilising the market knowledge of local Chinese partners. This paper examines this issue in the light of the experience of the Foster's Brewing Group which established three joint ventures in China only to reject this form of market entry option within a few years. The paper looks at some of the reasons behind Foster's rejection of the joint venture option and proposes some key guidelines that foreign companies should follow if they are to successfully establish joint ventures in China.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Persistent URL http://hdl.handle.net/10536/DRO/DU:30001579

Document type: Journal Article
Collection: School of Management and Marketing
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