U.S. READY-TO-EAT BREAKFAST CEREALS' EXPANSION IN CHINA
| dc.creator | Zhang, Fang | |
| dc.date | 2017-04-01T16:44:42Z | |
| dc.date.accessioned | 2026-07-09T03:01:07Z | |
| dc.description | US ready-to-eat breakfast cereals entered the Chinese market in the mid-1990s. In the past years, this all-American food has been generating business losses. Such underperformance calls for prompt strategic modification by the cereal investors. This study focuses on foreign entry strategy and product strategy, and characterizes a combination of literature review and case study. Literature review seeks appropriate theories and frameworks, and therefore renders a sound conceptual foundation for the later analysis. Case study proposes a generic entry/product strategy, critiques current company-specific strategies, an d provides recommendations for future improvement. Selected in the case study are three brand-name cereal manufacturers, including Kellogg, Quaker Oats, and General Mills, with Kellogg being the focus and the others serving as a comparison. | |
| dc.identifier | doi:10.22004/ag.econ.11229 | |
| dc.identifier | https://ageconsearch.umn.edu/record/11229/files/pb99zh01.pdf | |
| dc.identifier | http://ageconsearch.umn.edu/record/11229 | |
| dc.identifier.uri | http://hdl.handle.net/123456789/524901 | |
| dc.language | eng | |
| dc.publisher | ||
| dc.source | http://ageconsearch.umn.edu/record/11229 | |
| dc.title | U.S. READY-TO-EAT BREAKFAST CEREALS' EXPANSION IN CHINA | |
| dc.type | Text |