This paper examines the influence of Chinese cultural values on marketing practices in different socio- cultural settings and business contexts, for example the United Kingdom, Hong Kong and China. 20 Chinese small firms in China were selected and their owner-managers were inter- viewed. Findings of interviews undertaken by Brooksbank et al. (1992) with 20 British small firm chief marketing execu- tives, and Siu (1997) with 26 Chinese owner-managers in Hong Kong, were collated to form a database for comparison purposes. The research results suggest that the specific mar- keting practices of Chinese small firms in mainland China are different from those of their counterparts, for example, British and Hong Kong Chinese small firms. A tentative model is developed explaining the factors that appear likely, on the basis of this research, to affect the marketing performance of small firms in China.
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