Marketing and company performance of Chinese small firms in Hong Kong

Wai Sum SIU*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

25 Citations (Scopus)


This paper reports the mail survey results of the marketing practices of 158 Chinese small firms in Hong Kong. The findings suggest that broad small firm marketing principles, though specifically generated from the Western countries, may not be fully suitable for some specific socio-cultural contexts, for example Chinese society in Hong Kong. Thus, care should be taken before making generalizations about marketing in Western situations and in assuming that marketing tools and techniques are equally applicable across all places. Socio-cultural influences should be considered when attempting to understand marketing practices of Chinese small firms.

Original languageEnglish
Pages (from-to)292-307
Number of pages16
JournalMarketing Intelligence and Planning
Issue number5
Publication statusPublished - 1 Oct 2000

Scopus Subject Areas

  • Marketing

User-Defined Keywords

  • China
  • Company performance
  • Marketing strategy
  • Small firms


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