Redefining product strategies in China: overcoming barriers to enter the medium market segment.

Purpose - The article provides guidance for managers seeking to successfully position their products in the Chinese medium market segment. Design/methodology/approach - Data are collected and analyzed from about 25 international manufacturing companies. Findings - Findings identify barriers and challenges and give guidance during strategy preparation, formulation, and implementation for entering the Chinese medium market segment. Practical implications - Managers benefit from a practical framework to overcome barriers during the strategy process on market entry into the Chinese medium market segment. Originality/value - New strategic potentials and risks in China's emerging market make entry into the medium market for international firms an imperative step. [ABSTRACT FROM AUTHOR]