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How important is marketing in China today to Sino-foreign joint ventures?


  • Liu, Hong
  • Pak, Kelvin


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.

Suggested Citation

  • Liu, Hong & Pak, Kelvin, 1999. "How important is marketing in China today to Sino-foreign joint ventures?," European Management Journal, Elsevier, vol. 17(5), pages 546-554, October.
  • Handle: RePEc:eee:eurman:v:17:y:1999:i:5:p:546-554

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    Cited by:

    1. Dominique Jolly, 2005. "The Exogamic Nature of Sino-Foreign Joint Ventures," Asia Pacific Journal of Management, Springer, vol. 22(3), pages 285-306, September.
    2. Xie, Wei & Wu, Guisheng, 2003. "Differences between learning processes in small tigers and large dragons: Learning processes of two color TV (CTV) firms within China," Research Policy, Elsevier, vol. 32(8), pages 1463-1479, September.
    3. Zheng Xiaosong & Zhang Jinming, 2011. "Factors Influencing International Joint Venture Performance in China," Annals - Economic and Administrative Series -, Faculty of Business and Administration, University of Bucharest, vol. 5(1), pages 167-184, December.
    4. Aggarwal, Raj & Berrill, Jenny & Hutson, Elaine & Kearney, Colm, 2011. "What is a multinational corporation? Classifying the degree of firm-level multinationality," International Business Review, Elsevier, vol. 20(5), pages 557-577, October.

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