The gradual adaptation of Chinese taste towards a more Westernized one. How European managers overcome the social, legal, operational, and economic barriers. The case of wine in China

      Аннотация: Chinese tastes and habits are gradually getting closer to a more Western way of life. This phenomenon is discernible in the introduction in China of a product such as wine that has always been linked to a narrow European traditionalism. This book makes reasonable efforts to determine what are the social, legal, operation and economic implications of commencing this product in China, taking into consideration the existence of challenges that must be overcome by savvy managers. By the use of the CAGE model and the AAA approach, the study has endeavored to explore the interviews conducted by qualified firms in the field to provide a general strategy usable by European companies that would like to expand their market in China shortly. Moreover, the book is committed to providing tips and useful suggestions for the successful establishment of less specific food and beverage goods.

Ключевые слова: Adaptation, China, Europe, legal, Social, wine, operational economic barriers