Entry Strategies into the P.R.C. for Post Recession Wealth Management Service

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)1 - 11
Journal / PublicationInternational Journal of Asian Business and Information Management
Issue number2
Publication statusPublished - 2010


Trillions of dollars were evaporated worldwide as a result of the financial tsunami that shocked the world in2007 (Soros, 2008). This paper argues that in a time of global recession, banks seeking to expand wealth managementservice in the People’s Republic of China (P.R.C.) need to evaluate their entry strategies thoroughlyto gain a competitive edge. Through applying the theory of planned behavior, a sequential mixed methodsstudy was conducted post recession with the aim to identify wealth management service entry strategies intothe P.R.C. A sample of 227 Taiwanese nationals based in the P.R.C. indicated three managerial implicationsconsisting of the bank entry identity, deployment of expatriates, and brand-image position.

Research Area(s)

  • Bank Strategic Management, Global Recession and Financial Tsunami, Market Entry Tactics,