University of Twente Student Theses


Survival in the Netherlands's consumer market

Zeng, L. (2008) Survival in the Netherlands's consumer market.

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Abstract:During the last 20 years, the World economy and World trade have been developing at an unimaginable speed, and China definitely is one of the most impressive developing countries that contribute to this growth. Under the Chinese trade promoting policies, more and more Chinese companies begin to do business overseas and to sell their products to all over the world. Among these target markets, the European Union market is potentially the most important market for Chinese companies. The Netherlands, as the “Gateway” to the whole EU, provides access to a consumer market that inevitably becomes the most competitive and attractive market that Chinese companies could potentially enter. The main purpose of this research is to find out the reasons why Chinese companies enter the Netherlands, what kinds of factors they consider and what strategies they apply in the Dutch consumer market.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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