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Managing digital marketing strategies in emerging markets: The case of China

Author

Listed:
  • Francesca Checchinato

    (Dept. of Management, Università Ca' Foscari Venice)

  • Lala Hu

    (Dept. of Management, Università Ca' Foscari Venice)

Abstract

Since Internet has been seen as global, few studies have examined the influence of the context in the digital marketing strategies. This paper wants to contribute on the debate about standardization-adaptation, focusing on the digital strategies, defining how companies adapt them to the Chinese market identifying the drivers that call for this adaptation. China is selected because it is a contradictory market: more advanced than the Western one but also with many restrictions. We carry out a qualitative research based on interviews with nine key informants operating in the digital Chinese market with different roles. Our findings suggest that there are drivers that force companies to create an online presence and drivers that impact the digital localization. The main adaptations concern international distribution strategy and communication related to contents and media as well as organization.

Suggested Citation

  • Francesca Checchinato & Lala Hu, 2018. "Managing digital marketing strategies in emerging markets: The case of China," Working Papers 12, Department of Management, Università Ca' Foscari Venezia.
    • Handle: RePEc:vnm:wpdman:160
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    More about this item

    Keywords

    China; digital marketing; e-commerce; internationalization; Internet.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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