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

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

Chen, W.

Heintz, J.L. (mentor)
Chen, Y. (mentor)

Architecture

Real Estate & Housing

Design and Construction management

2013-01-24

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.

entry strategy
cross-cultural management

http://resolver.tudelft.nl/uuid:f47d1619-a35f-4f65-a312-2368cefd1868

Student theses

master thesis

(c) 2013 Chen, W.