2016•Unpublished venueRequires access

Internationalization strategies in the F&B Chinese market, the Tramezzino.it case

Alberto Pelle

Abstract

Literature review. Driver’s for a successful market entry in China. The liability of foreignness. Retailing trends in China. Consumer preferences for western-style foods in China. The food and beverage sector. Expat vs local food community. Introductory remarks on the Chinese market of agricultural and food products import. Pasta and bakery products. The distribution in China. The gastropub phenomena. Tramezzino Iti the Shanghai case.

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Key concepts: China, Chinese market, Internationalization, Business, Distribution (mathematics), Food market, Liability, Food products