Small firm marketing: A comparison of Eastern and Western marketing practices

Small firm marketing: A comparison of Eastern and Western marketing practices

0.00 Avg rating0 Votes
Article ID: iaor2003909
Country: Netherlands
Volume: 16
Issue: 2
Start Page Number: 259
End Page Number: 274
Publication Date: Aug 1999
Journal: Asia Pacific Journal of Management
Authors: ,
Keywords: China
Abstract:

This article reports on the analysis of 110 published, undisguised stories about Chinese owner-managers in Hong Kong and determines whether Chinese small firms exhibit the same marketing activities and behaviour as their Western counterparts. Content analysis suggests that Chinese small firms are production oriented, whereas small American firms are customer oriented. Chinese small firms are also found to have limited marketing expenditure while their owner-managers have limited marketing expertise. The findings also suggest that Chinese small firms do little strategic marketing planning. One possible reason for this may be that Chinese owner-managers apply innovative tactics and change their marketing planning techniques to suit the characteristics of their firms and their particular circumstances. Thus, it is not unusual to find that Chinese small firm marketing can be described as entrepreneurial and their marketing planning activities as unstructured.

Reviews

Required fields are marked *. Your email address will not be published.