China is a market of great interest to the agricultural and agribusiness industries, but many firms have reported difficulties in establishing themselves there. A closer look at the approaches used by a successful industry will help other industries and firms prepare themselves for the Chinese market. This study provides a historical look at a market development program undertaken by a trade association, and includes a discussion of domestic participants' perceptions about its impacts and about doing business in China. Two key characteristics of their success are a long-term commitment and training.


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