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Brand
Springer Nature
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N/A
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0
GTIN
9783824405190
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New
Product Description

Das erfolgreiche Management von unternehmerischen Aktivitten in Auslandsmrkten gewinnt zunehmend an Bedeutung fr die berlebensfhigkeit der mittelstndischen Industrie. Insbesondere in Ostdeutschland fehlt hufig noch eine effiziente Export- und Marketingstrategie, da es kein qualifiziertes Personal gibt und kleinere Unternehmen aus Kostengrnden keine externen Experten gewinnen knnen. Vor diesem Hintergrund analysiert die Autorin die deutsche Weiterqualifizierungslandschaft. Christiane Gebhardt erarbeitet am Beispiel des chinesischen Marktes Anstze fr ein Engagement des Mittelstands in internationalen Mrkten. Im Kontext der Entwicklungslogik asiatischer Mrkte und der Globalisierung des Mittelstandes entwickelt die Autorin Mglichkeiten der betrieblichen Umsetzung einer Chinastrategie. Sie stellt Chancen und Risiken von Marktzugngen dar, geht auf kulturelle Besonderheiten ein und zeigt Grenzen und Vorteile der Zusammenarbeit mit Wirtschaftsorganisationen auf.

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