Marketing Philosophies and Company Performance of Chinese Small Firms in Hong Kong

Researchers have observed that the marketing behavior of Chinese small firms in Hong Kong is distinct. The reasons for such differences are unclear but a possible explanation may be found in the influence of Chinese cultural values and the specific business environment of Hong Kong. Interestingly, however, researchers do not elaborate clearly how and to what extent Chinese cultural values exhibit influences upon the adoption of marketing philosophies of Chinese small firms. This paper reports the research findings of in-depth interviews with 26 Chinese owner-managers in Hong Kong about the adoption of marketing philosophies of Chinese small firms. A tentative theory of the adoption of marketing philosophies of Chinese small firms is proposed.