Market entry barriers in China: A commentary essay

Overcoming market entry barriers (MEBs) and outperforming first movers are important considerations in competitive strategy. These outcomes are especially relevant in rapidly growing, dynamic markets, such as China, where Western market entrants face barriers erected by their Chinese counterparts, the Chinese government, and the social and cultural context in which they need to operate. Thus, Niu, Dong, and Chenʹs (2011) study on market entry barriers in China serves as a refreshing window on this important phenomenon by addressing the nature and degree of entry barriers that firms need to overcome when entering China. Many questions on this problem remain, however, especially in other emerging market contexts. This commentary essay speaks to the merits of Niu et al. (2011) and offers promising questions for future research.