Small Firm Marketing in China: A Comparative Study

Wai Sum SIU*

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    24 Citations (Scopus)


    This paper examines the influence of Chinese cultural values on marketing practices in different sociocultural settings and business contexts, for example the United Kingdom, Hong Kong and China. 20 Chinese small firms in China were selected and their owner-managers were interviewed. Findings of interviews undertaken by Brooksbank et al. (1992) with 20 British small firm chief marketing executives, and Siu (1997) with 26 Chinese owner-managers in Hong Kong, were collated to form a database for comparison purposes. The research results suggest that the specific marketing practices of Chinese small firms in mainland China are different from those of their counterparts, for example, British and Hong Kong Chinese small firms. A tentative model is developed explaining the factors that appear likely, on the basis of this research, to affect the marketing performance of small firms in China.

    Original languageEnglish
    Pages (from-to)279-292
    Number of pages14
    JournalSmall Business Economics
    Issue number4
    Publication statusPublished - 2001

    Scopus Subject Areas

    • Business, Management and Accounting(all)
    • Economics and Econometrics


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