Internationaler Markteintritt von kleinen und mittleren Unternehmen in China

China has been one of the most attractive target regions for large international companies for years. Key reasons for this include the still high growth dynamics of the Chinese individual markets, the substantial consumer potential with around 1.4 billion inhabitants, and a wage cost differential that is high compared to Europe. Nevertheless, entering the market is riskier than ever due to significantly increased competitive intensity, a high risk of counterfeiting, unclear legal situations, and cultural differences. Such risks can particularly impact small and medium-sized enterprises (SMEs) that are less diversified and have limited financial and personnel resources. Against this backdrop, the author examines which international market entry forms SMEs choose in China and how successful companies differ from those that are less successful in their market entry.