The interplay of environment and culture in small firm marketing: A comparative study of the marketing practices of Chinese small firms in Hong Kong and the UK

Wai Sum SIU, Y. Zhu, David A. Kirby

    Research output: Contribution to journalJournal articlepeer-review

    7 Citations (Scopus)

    Abstract

    Previous research by Siu and Kirby has argued that the broad Western marketing principles are not necessarily fully applicable to, and suitable for, the Chinese socio-cultural context. To examine this assertion, provides a comprehensive examination of the marketing practices of 18 Chinese small firms in the UK. In so doing, compares the findings with a similar study of 158 Chinese small firms in Hong Kong. The results suggest that the marketing practices of Chinese small firms in the UK are different from their counterparts in Hong Kong. The findings thus lend support to the notion that socio-cultural values and macro-economic structure are equally important in determining a firm’s marketing behaviour. Thus, care should be taken before assuming that marketing, as practised in Western situations, is equally applicable across all contexts.

    Original languageEnglish
    Pages (from-to)25-39
    Number of pages15
    JournalJournal of Small Business and Enterprise Development
    Volume10
    Issue number1
    DOIs
    Publication statusPublished - 1 Mar 2003

    Scopus Subject Areas

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

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