Marketing and company performance of Chinese small firms in Mainland China: a preliminary study

Wai Sum SIU*

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    8 Citations (Scopus)


    This paper reports the survey results of marketing practices of 87 Chinese small firms in Mainland China. The findings suggest that the broad small firm marketing principles, though specifically generated from the Western countries, contribute to the success of Chinese small firms in China. Interestingly, however, the specific marketing practices of these small firms are different from those of their British counterparts. Research results indicate that higher-performing Chinese small firms adopt the customer orientation, use a proactive approach in strategic planning, are aware and make use of marketing planning tools, adopt long-term profit objectives, participate actively in new product development, and introduce new ways of doing business. Also, the higher-performing Chinese small firms have well-organised marketing organisation and encourage free communication flow and interaction among employees. To have better control over marketing activities, higher-performing Chinese small firms frequently use marketing control devices. Thus, care should be taken before making generalisations about marketing in Western situations and in assuming that marketing tools and techniques are equally applicable across all locations.

    Original languageEnglish
    Pages (from-to)105-122
    Number of pages18
    JournalJournal of Small Business and Enterprise Development
    Issue number2
    Publication statusPublished - 1 Jun 2000

    Scopus Subject Areas

    • Business, Management and Accounting (miscellaneous)
    • Strategy and Management

    User-Defined Keywords

    • China
    • Marketing activities
    • Small firms


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