Get your feet wet - a study of entry strategy of Dutch architecture firms in China

Master thesis (2013)

Authors

Contributors

J.L. Heintz (mentor)
Y. Chen (mentor)
Programme
Design and Construction management (Architecture) (TU Delft)
Copyright: © 2013 Chen, W.
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Published Date

24-01-2013

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Programme

Design and Construction management

Abstract

When an architecture firm decides to enter a foreign market, an entry strategy needs to be adopted. This paper adopted cross-case study analysis by interviewing Dutch architecture firms and their Chinese counterparts to figure out the motivation of Dutch firms to enter Chinese market and the entry strategies which are adopted. It is found that the Chinese market is a separated market; and there seems no single effective strategy but a comprehensive assessment of the location choice, market targeting and entry mode based on the firm’s size, specialization and its international reputation. Furthermore an experienced Chinese representative may help a lot on the cross-cultural management.