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Marketing in Chinese Small and Medium Enterprises (SMEs): The State of the Art in a Chinese Socialist Economy

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  • Wai-sum Siu
  • Zhi-chao Liu

Abstract

This paper adopts the context-embedded approach to examine the marketing practices of 307 small and medium enterprises (SMEs) in the People’’s Republic of China by comparing the survey findings with that of Hong Kong and Guangdong SMEs. Chinese SMEs focus on regional markets to avoid direct competition with Hong Kong SMEs in the international markets and also their Guangdong counterparts in the turbulent nationwide market. To market their own brands, Chinese SMEs have to analyze the market and use superior marketing strategies in the competitive markets. Chinese SMEs do not attain the superior competitive positions as that of their Guangdong counterparts, but they use customer satisfaction surveys and claims investigation to help develop excellence in product performance. Also, Chinese SMEs have to provide value-added products and services and also a well-rounded marketing competitive strategy to gain market shares. The traditional state-owned enterprise structure in China facilitates the development of hierarchical organizational structure and joint decision making process. Thus, care should be taken in assuming that marketing tools and techniques are equally applicable across all places, even in similar cultural contexts. Socio-cultural influences and mediating environmental factors should be considered when attempting to understand the marketing practices of Chinese small firms, specifically when China is in transition to a socialist market economy. Copyright Springer 2005

Suggested Citation

  • Wai-sum Siu & Zhi-chao Liu, 2005. "Marketing in Chinese Small and Medium Enterprises (SMEs): The State of the Art in a Chinese Socialist Economy," Small Business Economics, Springer, vol. 25(4), pages 333-346, November.
    • Handle: RePEc:kap:sbusec:v:25:y:2005:i:4:p:333-346
    DOI: 10.1007/s11187-004-6479-7
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    References listed on IDEAS

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    1. Gregory G. Dess & Richard B. Robinson, 1984. "Measuring organizational performance in the absence of objective measures: The case of the privately‐held firm and conglomerate business unit," Strategic Management Journal, Wiley Blackwell, vol. 5(3), pages 265-273, July.
    2. Susan Young, 1991. "Private Business and the State in China's Reforming Economy," Chinese Economies Research Centre (CERC) Working Papers 1991-12, University of Adelaide, Chinese Economies Research Centre.
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    1. Muddassar Sarfraz & Syed Ghulam Meran Shah & Larisa Ivascu & Muhammad Asim Ali Qureshi, 2022. "Explicating the impact of hierarchical CEO succession on small‐medium enterprises' performance and cash holdings," International Journal of Finance & Economics, John Wiley & Sons, Ltd., vol. 27(2), pages 2600-2614, April.
    2. Siu, Wai-sum, 2008. "Yuan and marketing: The perception of Chinese owner-managers," Journal of World Business, Elsevier, vol. 43(4), pages 449-462, October.
    3. Ajay Bhalla & Joseph Lampel & Steven Henderson & David Watkins, 2009. "Exploring alternative strategic management paradigms in high-growth ethnic and non-ethnic family firms," Small Business Economics, Springer, vol. 32(1), pages 77-94, January.
    4. Sha, Yezhou & Shah, Syed Ghulam Meran & Sarfraz, Muddassar, 2023. "Short selling and SME irregular CEO succession: Witnessing the moderating role of earnings management," International Review of Economics & Finance, Elsevier, vol. 85(C), pages 163-173.
    5. Wenwen An & Charles-Clemens Rüling & Xin Zheng & Jianqi Zhang, 2020. "Configurations of effectuation, causation, and bricolage: implications for firm growth paths," Small Business Economics, Springer, vol. 54(3), pages 843-864, March.
    6. Anthony Ifeanyi Chukwuma & Emma Ezenyilimba & Vincent N.O.Agbara, 2018. "Effect of Product Packaging on the Sales Volume of Small and Medium Scale Bakery Firms in South East Nigeria," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(6), pages 988-1001, June.

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