French Luxury brands negotiation strategies in the Chinese market. Understanding the attractiveness and limits of China for French luxury brands

      Аннотация: This book has a main objective to understand the impact of the Chinese market in the assimilation of benefits, opportunities and limitations for luxury brands in negotiations’ issues between French and Chinese in this field. This work provides a theoretical overview, analyzing all the work research that has been done on this subject. The organization of this preview is available in 3 parts: first the political, economic, financial and socio-cultural of Chinese market for luxury businesses, then the same benefits for the establishment or implementation of French luxury firms negotiations with China, and finally the adaptation of the negotiation strategy of French luxury firms with their Chinese counterparts. Following this theoretical overview, the paper presents an empirical overview, analyzing and putting in parallel the content of the theoretical framework with interviews with 10 French and Chinese luxury professionals. Through this research, we try to prove that the French luxury companies must take into account several key elements in order to implement the best and to fully perform their negotiations.

Ключевые слова: China, Luxury, negotiation, Strategy, French companies, stakes