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

    28 Citations (Scopus)

    Abstract

    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
    Volume18
    Issue number5
    DOIs
    Publication statusPublished - 1 Oct 2000

    Scopus Subject Areas

    • Marketing

    User-Defined Keywords

    • China
    • Company performance
    • Marketing strategy
    • Small firms

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