Redefining product strategies in China: overcoming barriers to enter the medium market segment

Purpose – The article provides guidance for managers seeking to successfully position their products in the Chinese medium market segment. Design/methodology/approach – Data are collected and analyzed from about 25 international manufacturing companies. Findings – Findings identify barriers and challenges and give guidance during strategy preparation, formulation, and implementation for entering the Chinese medium market segment. Practical implications – Managers benefit from a practical framework to overcome barriers during the strategy process on market entry into the Chinese medium market segment. Originality/value – New strategic potentials and risks in China's emerging market make entry into the medium market for international firms an imperative step.