haku: @author Liu, H. / yhteensä: 8
viite: 5 / 8
| Tekijä: | Liu, H. Pak, K. |
| Otsikko: | How important is Marketing in China Today to Sino-foreign Joint Ventures? |
| Lehti: | European Management Journal
1999 : VOL. 17:5, p. 546-554 |
| Asiasana: | MARKETING CHINA JOINT BUSINESS VENTURES MARKETING THEORY |
| Kieli: | eng |
| Tiivistelmä: | This paper presents the result of an exploratory survey of the role of marketing in China from the perspective of foreign partners in 35 major Sino-foreign joint ventures. The result shows that China is already an integral part of the global market for many multinational companies, and in- creasingly has become a significant part of their corporate business portfolios. Western marketing techniques and con- cepts have widely been considered effective in China. Mul- tinational companies tend to standardize brand policy, pro- duct positioning, product lines and customer services and 'localize' their choice of distribution channel, promotion, and market segmentation. Managerial implications are discus- sed. |
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