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Strategic marketing in Chinese manufacturing companies

Strategic marketing in Chinese manufacturing companies Purpose – This article aims to examine the extent to which Western World “textbook” strategic marketing is being practised within Chinese manufacturing companies as well as its contribution to competitive success. Design/methodology/approach – Data were collected by means of a web‐based survey. A total of 89 usable questionnaires were received from Chinese manufacturing firms employing at least 50 people. Data analysis was conducted using SPSS. Findings – The results confirm that, on the whole, the basic strategic marketing practices which are typically advocated in the mainstream Western academic and prescriptive literature are being widely practised within Chinese manufacturing companies. The results also show the higher performing firms are clearly differentiated from their lower performing counterparts by doing more and better marketing. Research limitations/implications – Because of the relatively low response rate, one limitation is the extent to which the sample is representative of the population under scrutiny. Also, in spite of the questionnaire being back translated, some misunderstanding of the questions cannot be ruled out. Originality/value – The paper confirms that Western strategic marketing practices are clearly associated with the higher performing Chinese manufacturing companies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

Strategic marketing in Chinese manufacturing companies

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1355-5855
DOI
10.1108/13555850810890057
Publisher site
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Abstract

Purpose – This article aims to examine the extent to which Western World “textbook” strategic marketing is being practised within Chinese manufacturing companies as well as its contribution to competitive success. Design/methodology/approach – Data were collected by means of a web‐based survey. A total of 89 usable questionnaires were received from Chinese manufacturing firms employing at least 50 people. Data analysis was conducted using SPSS. Findings – The results confirm that, on the whole, the basic strategic marketing practices which are typically advocated in the mainstream Western academic and prescriptive literature are being widely practised within Chinese manufacturing companies. The results also show the higher performing firms are clearly differentiated from their lower performing counterparts by doing more and better marketing. Research limitations/implications – Because of the relatively low response rate, one limitation is the extent to which the sample is representative of the population under scrutiny. Also, in spite of the questionnaire being back translated, some misunderstanding of the questions cannot be ruled out. Originality/value – The paper confirms that Western strategic marketing practices are clearly associated with the higher performing Chinese manufacturing companies.

Journal

Asia Pacific Journal of Marketing and Logistics – Emerald Publishing

Published: Jul 4, 2008

Keywords: China; Manufacturing industries; Strategic marketing; Competitive strategy

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