Successful Market Entry Strategies in China

Academic Research Matched by Practical Business Experience

Date: 25 July, 2013

Venue: Fale Pacifika, 20 Wnynard Street, Auckland

Registration: 3rd Business China Symposium

Organized by New Zealand Contemporary China Research Centre, New Zealand China Trade Association Inc., New Zealand Asia Institute of The University of Auckland, this one-day symposium will provide a deeper understanding of business opportunities with China and also discuss the strategic options for entering this huge consumer and business market.

For those firms who have already entered China, this will be a great opportunity to review their strategy and practice in light of the experiences of others, plus listen to what experts and market gatekeepers will have to say about the issues around market entry and market development in China. This symposium is also a fantastic opportunity for academic researchers and research students to get an update on the latest academic research on business in China by leading academics from the U.S.A, China and New Zealand as well as mingle with practitioners to explore research topics of interest.

The Speakers list from overseas includes: Professor Marshall Meyer from The Wharton School, Associate Professor Yuhuang Zheng of Tsinghua University, Beijing; Mark Lawley, General Manager International Business, NZ Post; Patrick Chovanec, Managing Director, Chief Strategist at Silvercrest Asset Management Group, USA and a former professor at Tsinghua; Mdm Mianmian Yang, President and a co-founder of Haier Group;Alex Worker, Director of Marianas Group; Jussara Bierman, Managing Director, RareHQ, Shanghai; plus many more supporting local speakers from food and beverage; high-tech; tourism; academia; NZ Trade and Enterprise; and Ministry of Foreign Affairs and Trade, who will discuss their own experiences, tips, pitfalls and advice; plus an interactive Panel Discussion and questions after each session.

This is a symposium for organizations who are interested in engaging in business in China and wanting to shape and sharpen their strategies; also for academics who want an update on the latest thinking by leading scholars on marketing and managing in China and also network with practitioners for research purpose.

The symposium will match recent academic thinking/research on the topic with practical business experience. It thus provides exporters and potential exporters to China the opportunity to benefit from the academic research and practical business examples and seek to apply the knowledge in their business dealings in China. It will benefit the academic sector by testing the validity of their research and assumptions with the actual experiences and outcomes of New Zealand exporters.

After the successful 2010 and 2012 symposia on "Managing Business Relationships and Risks in China" and "Successful Branding and Channel Management in China", this symposium aims to further engage the business and academic sector on the important topic of market entry and development in China. It is our expectation that this event will increase the awareness of China opportunities among New Zealand businesses and, more importantly, improve understanding of the complexity of the China market and facilitate the development of successful strategies and operational plans to tackle the China market.

The topic will be explored in turn by academic and industry speakers, with substantial time allocated for panel discussed, debate and questions. Networking opportunities will be maximised during breaks, lunch and post-event refreshments.