A descriptive study of the marketing practices of Chinese private entrepreneurs

Vanhonacker, Wilfried R; Zweig, David; Chung, Siu

doi:10.1108/13555850710738516

Author(s)

Vanhonacker, Wilfried R

Zweig, David

Chung, Siu

Publication Date

2007

Abstract

Purpose – This study is designed to describe the marketing practices of private entrepreneurs in mainland China. Design/methodology/approach – Personal interviews were conducted with 200 private entrepreneurs in China. A structured survey instrument was used and data were analyzed using SAS tools. Findings – Four key findings: Chinese entrepreneurs focus primarily on reaching an industrial client base among private companies in China; their marketing practices suggest that they prefer tight control over their operations; they use listed prices extensively and salespeople are typically given some flexibility in deviating from those listed prices; the development of sales/distribution networks is enhanced through the use of listed prices but is hurt by the flexibility salespeople have in deviating from those listed prices. Some marketing practices differ by geographic location of the entrepreneurial firm (Beijing, Shanghai, Guangzhou) and by the type of entrepreneur (returnee, local). Research limitations/implications – It is imposible to offer a clear reference point for Chinese entrepreneurs; hence, apart from documenting their practices, it is not certain whether these practices are significantly different from others. All data are self-reported (including financial performance). Sampling frame: although every attempt was made to have a representative sample, there was no way to guarantee this. More comprehensive research to validate the findings is needed. Originality/value – The major contribution is insights into the marketing practices of Chinese entrepreneurs so far not documented in the literature. Hence, this study gives a descriptive but comprehensive picture of Chinese entrepreneurs as marketers.

Citation

Asia Pacific Journal of Marketing and Logistics, 19(2), p. 182-198

ISSN

1758-4248

1355-5855

1355-5850

Link

https://hdl.handle.net/1959.11/5963

Language

en

Publisher

Emerald Publishing Limited

Title

A descriptive study of the marketing practices of Chinese private entrepreneurs

Type of document

Journal Article

Entity Type

Publication

Author(s)	Vanhonacker, Wilfried R Zweig, David Chung, Siu
Publication Date	2007
Abstract	Purpose – This study is designed to describe the marketing practices of private entrepreneurs in mainland China. Design/methodology/approach – Personal interviews were conducted with 200 private entrepreneurs in China. A structured survey instrument was used and data were analyzed using SAS tools. Findings – Four key findings: Chinese entrepreneurs focus primarily on reaching an industrial client base among private companies in China; their marketing practices suggest that they prefer tight control over their operations; they use listed prices extensively and salespeople are typically given some flexibility in deviating from those listed prices; the development of sales/distribution networks is enhanced through the use of listed prices but is hurt by the flexibility salespeople have in deviating from those listed prices. Some marketing practices differ by geographic location of the entrepreneurial firm (Beijing, Shanghai, Guangzhou) and by the type of entrepreneur (returnee, local). Research limitations/implications – It is imposible to offer a clear reference point for Chinese entrepreneurs; hence, apart from documenting their practices, it is not certain whether these practices are significantly different from others. All data are self-reported (including financial performance). Sampling frame: although every attempt was made to have a representative sample, there was no way to guarantee this. More comprehensive research to validate the findings is needed. Originality/value – The major contribution is insights into the marketing practices of Chinese entrepreneurs so far not documented in the literature. Hence, this study gives a descriptive but comprehensive picture of Chinese entrepreneurs as marketers.
Citation	Asia Pacific Journal of Marketing and Logistics, 19(2), p. 182-198
ISSN	1758-4248 1355-5855 1355-5850
Link	https://hdl.handle.net/1959.11/5963
Language	en
Publisher	Emerald Publishing Limited
Title	A descriptive study of the marketing practices of Chinese private entrepreneurs
Type of document	Journal Article
Entity Type	Publication

A descriptive study of the marketing practices of Chinese private entrepreneurs

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