HIGHER AND HIGHER
In times of increasing uncertainty about the future economic development in Europe, many eyes turn to the structurally growing construction industry in emerging countries, and especially China.
Indeed, construction in China has developed at a breathtaking pace in recent years: today, the area under construction in China is equivalent to the area of constructed buildings of Canada! The prospects are still positive even though the uncertainty also grows in China.
However, the level of attractiveness of the Chinese construction industry is commensurate with the challenges to overcome to be successful: intense competition and high complexity of designing a strategy around key success factors such as product mix and technology, marketing and branding, channel alignment and price policy.
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