August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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What makes internationalization difficult?
China’s market development path and scale, Chinese culture and the Chinese state capitalism system create conditions that are distinctly China.
Murphy and Li (2015: 116)
Starting as an internet-only company has its advantages in terms of cost management, and many powerful brands of the 21st century owe their success to their long-term commitment to e-channels in the 1990s. However, companies do not stay virtual forever. Some authors refer to a ‘virtuality trap’, because a deep understanding of the underlying drivers of markets and customers is difficult to achieve through impersonal electronic channels. Some internet-only players have achieved a level of attractiveness to major customers that requires ...
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