Chinese Companies on Their Way to Europe – Who Has Realistic Chances of Success?
My most recent trip to China once again provided deep insights into the internationalization strategies of Chinese companies. What stood out in particular were two clearly distinct groups, each approaching their planned expansion into Europe with very different expectations and mindsets.
For many Chinese companies, Europe is an attractive target market: economically strong, technologically demanding, and characterized by high purchasing power. At the same time, it is a market with complex structures, pronounced cultural differences, and high expectations – especially in terms of service, quality, and reliability.
Read more
