Abstract
This paper identifies some of the structural and cultural issues that confront prospective new overseas entrants into the Chinese market for financial services. The credit card is used to demonstrate these challenges, particularly as this is already being used by some financial services providers as their mechanism for entering the Chinese market. The unique culture of China is reflected upon, particularly as regards saving and spending.
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Worthington, S. (2015). Entering the Market for Financial Services in China-What Needs to Work for Credit Card Issuers. In: Spotts, H. (eds) Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11845-1_46
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DOI: https://doi.org/10.1007/978-3-319-11845-1_46
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