world and compared to Western markets, there are substantial
barriers for a Danish SME to find market insights, e.g.:
oped markets in the West are substantial and even basic
assumptions need to be checked.
Characteristics The mid-market in China differs radically
from the high-end market with respect to price, quality,
service, etc.
Market information Market information is not readily
available in the formats known from Western markets.
Size The Chinese market is too big to be considered as one
market. The various regions in China differ and often need to
be further segmented.
Geography The geographical distance between China and
Denmark means that most meetings are held by phone or
videoconferencing, and this often makes it more difficult to
understand one another fully.
Language Language barriers prevent a Danish project
team from getting in direct contact with non-English speaking
Chinese customers.
folded through new uncharted territories.