Strategic marketing in Chinese manufacturing companies

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.