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Master's Thesis from the year 2022 in the subject Business economics - Business Management, Corporate Governance, grade: 1.3, University of Silesia in Katowice, course: Business, language: English, abstract: This research paper explores the critical role of adaptability and localization in innovation strategies for foreign companies entering China's dynamic market. It emphasizes the need for companies to customize their strategies to align with Chinese consumers' changing conditions and expectations. The study includes a theoretical framework and empirical analysis, focusing on Apple's innovation strategies in China. This research is a foundation for future studies exploring the relationship between specific innovation strategies and Chinese customer responses. Gathering data on concrete business models and strategy preferences can provide valuable insights for companies seeking success in the Chinese market.