Abstract
This paper presents the result of an exploratory survey of the role of marketing in China from the perspectives 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 increasingly, has become a significant part of their corporate business portfolios. Western marketing techniques and concepts have widely been considered effective in China. Multinational companies tend to standardize brand policy, product positioning, product lines and customer services and `localize' their choice of distribution channel, promotion, and market segmentation. Managerial implications are discussed.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
