IDEAS home Printed from https://ideas.repec.org/a/wsi/jecxxx/v07y1999i02ns021849589900011x.html
   My bibliography  Save this article

Small And Medium Sized Retailers' Promotion Strategies In The Asia Pacific Region - A Comparative Study

Author

Listed:
  • FAM KIM SHYAN

    (Department of Marketing, University of Otago, New Zealand)

  • BILL MERRILEES

    (Department of Management, The University of Newcastle, Australia)

Abstract

This paper examines and compares the promotion strategies used by clothing and shoe retailers in the Asia Pacific region, namely Hong Kong, New Zeal and Australia. To undertake this study, we postal surveyed the clothing and shoe retailers' perceptions of the importance of various promotion tools across the three countries. The results show that there are significant differences among the three countries in terms of promotion mix usage. Our main conclusion is that there are two approaches to strategic promotion, namely traditional and new age marketing. The paper ends by isolating the managerial implications of the research and identifies related areas that might be fruitfully exploited by international retailers.

Suggested Citation

  • Fam Kim Shyan & Bill Merrilees, 1999. "Small And Medium Sized Retailers' Promotion Strategies In The Asia Pacific Region - A Comparative Study," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 7(02), pages 179-196.
    • Handle: RePEc:wsi:jecxxx:v:07:y:1999:i:02:n:s021849589900011x
    DOI: 10.1142/S021849589900011X
    as

    Download full text from publisher

    File URL: http://www.worldscientific.com/doi/abs/10.1142/S021849589900011X
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1142/S021849589900011X?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:jecxxx:v:07:y:1999:i:02:n:s021849589900011x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscinet.com/jec/jec.shtml .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.