If Amazon can’t win in China, can anyone?

When Amazon CEO Jeff Bezos visited China in 2007, he expected that one day soon China would be a double-digit percentage of Amazon’s sales. Yet, by 2019, Amazon, the most powerful and successful ecommerce company in the world, had quit China.

In Winning in China: 8 Stories of Success and Failure in the World’s Largest Economy, Wharton Global Fellow Lele Sang and Vice Dean Karl Ulrich explore the success and failure of several well-known companies, including Amazon, LinkedIn, Hyundai, Sequoia Capital, Zegna and InMobi, as more and more businesses look to reap profits from the demand of 1.4 billion people.

Though over 100 in-depth interviews with executives at multinational corporations, they answer four critical questions:

· Which factors explain the success (or failure) of foreign companies entering China?

· What challenges and pitfalls can a company entering China expect to encounter?

· How can a prospective entrant realistically assess its chances?

· Which managerial decisions are critical, and which approaches are most effective?

Through engaging and illuminating stories, Sang and Ulrich offer a framework and path for organizations looking for a way to successfully enter the world's largest economy.