The establishment of Bertelsmann in China

This report provides an overview of the development and expansion of Bertelsmann in China. It reviews and analyzes a number of Bertelsmann’s strategic operations within the country. It also provides some information on how Bertelsmann has survived as a new foreign investor in Chinese book market, given policies governing the industry, the competitive environment, and public opinion. The report also describes how Bertelsmann’s strategies direct its operations and how the firm has acclimatized itself to China’s complicated market environment. In focusing on Bertelsmann’s experiences in China, this report is intended to be used solely as a collective reference, not as a guide to foreign investment. This report is based on media coverage and Bertelsmann’s news releases over a span of eight years (1997-2005). The articles were provided partially by the Public Relationship Department of Bertelsmann China, when I was doing my internship at Bertelsmann Asia Publishing (from 2003/11/01 to 2004/03/01).