Entering the Chinese mid‐market segment: key to long‐term success?

Purpose – The paper aims to provide guidance for managers seeking to successfully position their products in the Chinese mid‐market segment. Design/methodology/approach – Data were collected and analyzed from about 25 international and Chinese manufacturing companies. Findings – Findings identify barriers and key success factors and give guidance for international and Chinese firms to adopt a long‐term strategy to succeed in the Chinese mid‐market segment. Research limitations/implications – Future studies in the context of product strategies in China would be beneficial when considering the long‐term effects of the perspectives and advantages of global scale and branding. Practical implications – Managers benefit from a practical framework to overcome barriers during the strategy process on market entry into the Chinese mid‐market segment. Originality/value – New strategic potentials and risks in China's emerging market make considering an entry into the mid‐market an imperative step for international and domestic firms.