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Marketing Development Strategy in Chinese Companies Working in the Medical Devices Industry

Author

Listed:
  • Bert Wolfs

    (SBS Swiss Business School)

  • Bayan Konirbay

    (SBS Swiss Business School)

Abstract

This article describes the peculiarity and marketing strategy development for the quick growth of Chinese companies working in the Medical Devices field in the international market. This strategy is analyzed through the perspective of Chinese traditional values, particularly based on the work of Sun Tzu, The Art of War, where the main strategy principles mentioned are moral virtue, foreknowledge, dispositions, adaptability, and strategic advantage. The researchers use interviews with top and middle level managers of several companies and their own experiences to describe the policy of marketing activities undertaken by these Chinese companies in recent years.

Suggested Citation

  • Bert Wolfs & Bayan Konirbay, 2017. "Marketing Development Strategy in Chinese Companies Working in the Medical Devices Industry," SBS Journal of Applied Business Research (SBS-JABR), SBS Swiss Business School, vol. 5, pages 39-50.
    • Handle: RePEc:bfv:journl:017
    as

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    File URL: https://jabr.sbs.edu/vol5/03_Wolfs-Konirbay.pdf
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    References listed on IDEAS

    as
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