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General Marketing and Management Scales Developed in the Chinese Context

In: Chinese Marketing and Management Scales

Author

Listed:
  • Oliver H. M. Yau

    (Hong Kong Metropolitan University)

  • Bernard Lee

    (Oxford University)

Abstract

This chapter takes us on a journey through the intricacies of marketing and management in the ChineseChinese contextContext, as we explore a range of general marketing and management scales specifically developed for this marketMarket. We delve into nine prominent scales, including Marketing Relationship Orientation 1 and 2, Service Behavior Orientation, Service Delivery Orientation, Scale for Business Hypocrisy, Scale for Marketing Practices, Scale for Customer Relationship Management, Scale for Stakeholder Orientation, and Scale for JSLO.

Suggested Citation

  • Oliver H. M. Yau & Bernard Lee, 2024. "General Marketing and Management Scales Developed in the Chinese Context," Springer Books, in: Chinese Marketing and Management Scales, chapter 0, pages 121-202, Springer.
    • Handle: RePEc:spr:sprchp:978-981-97-4488-6_4
    DOI: 10.1007/978-981-97-4488-6_4
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