List of Tables and Figures
Foreword, Ming-Jer Chen
Preface
Part 1: WTO Entry and a Changing China
1. China's Global Integration and the Impact of WTO Accession
Anuradha Dayal-Gulati and Thomas Rumbaugh
2. The Changing Nature of China's Economic Zones
Rodrigo Cejas Goyanes, Luciane Gallucci, Dean Lindo, Timothy Riitters, and Attila Toth
3. Chinese Trading Companies--Creating New Value Propositions
Karthik Krishnan, Paul Lee, Lewis Lin, Jason Ross, and Daniel Rosskamm
Part 2: Managing and Maneuvering in the New Chinese Economy
4. Franchising as an Expansion Strategy in China
Ichiro Enomoto, Zhen Ji, Warit Jintanawan, Yvette Mangalindan, Lee Purcell, and Michael Simonton
5. Overcoming the Leadership Gap
Anthony Chen, Alyson Gampel, and Milan Sevak
6. Combating Piracy Through Guanxi
Daniel Beck, Stephanie Feldman, Hernan Grimoldi, and Susanna Ver Eecke
Part 3: Understanding Marketing in China
7. Sports Marketing in China
Colby Maher, Brady Countryman, and Jessica Yang
8. Taking Global Brands to Local Success: Marketing Western Snack Foods in China
Tracy Eckert, Juanita Haron, Elizabeth Heintzelman, George Lane, and Jennifer McKnight
9. The Challenge of Winning Local Clients for Multinational Ad Agencies
Kristen Mitchell, Scott Rupp, and James Steckart
Part 4: Looking to the Future
10 Delivering on the Dream: 2008 Olympics in Beijing
Christopher Butler, Patrick Eggen, Brian Ericson, and Jason Greenwald
11. China Coping with SARS
Angela Y. Lee
Index