MCM wines in China : taking on the dragon / Stephanie Townsend & Thabo Mosala.

Format:

Book

Author/Creator:

Townsend, Stephanie, author.

Mosala, Thabo, author.

Series:

SAGE knowledge. Cases.

SAGE Knowledge. Cases.

SAGE knowledge. Cases

Language:

English

Subjects (All):

Export marketing--Case studies.

Export marketing.

Genre:

Case studies.

Physical Description:

1 online resource : illustrations (black and white, and colour).

Place of Publication:

[London] : SAGE, 2016.

System Details:

text file

Summary:

In July 2009, businessman and entrepreneur, Martyn Mills of MCM Wines, reconsidered his marketing strategy. He had been exporting his own wine to China since 2003 and had recently signed an agreement with the prestigious South African wine estate, Groot Constantia, to export its wine to that country as well. However, conducting business in China was complex and expensive and, earlier that year, he had partnered with a new importer in China to help combat certain of the challenges. Mills wanted to support his new business partner as much as he could in promoting MCM wines; however, he had a limited budget. Given this fact, how could he grow his market in China, he wondered?

Notes:

Originally Published in: Townsend, S., & Mosala, T. (2009). MCM Wines in China: Taking on the Dragon. WBS-2009-13. Johannesburg: The Case Centre, Wits Business School.

No ILL or scholarly sharing allowed.

Description based on online resource; title from home page (viewed on May 5, 2016).

ISBN:

9781473958388

OCLC:

1017732236

Access Restriction:

Restricted for use by site license.