Purpose: The purpose of this paper is to analyze the distribution strategies implemented by foreign firms in emerging markets, and to investigate whether they represent an opportunity for firms to innovate their practice. China is selected as the setting of the investigation as distribution is...

Purpose The purpose of this paper is to explore the role of different learning sources in the process of capability building of Chinese firms (CFs) approaching international markets. Design/methodology/approach The paper is based on the case study of the company “Goodbaby.” The primary data...

Chapter 1: China’s marketing macro environment: Cultural characteristics and regional heterogeneity -- Chapter 2: The characteristics of the Chinese digital market -- Chapter 3: Chinese digital and mobile platforms -- Chapter 4: Luxury and fashion retailing in China: The case of Florentia...