Marketing and company performance of Chinese small firms in Hong Kong
Abstract
This paper reports the mail survey results of the marketing practices of 158 Chinese small firms in Hong Kong. The findings suggest that broad small firm marketing principles, though specifically generated from the Western countries, may not be fully suitable for some specific socio‐cultural contexts, for example Chinese society in Hong Kong. Thus, care should be taken before making generalizations about marketing in Western situations and in assuming that marketing tools and techniques are equally applicable across all places. Socio‐cultural influences should be considered when attempting to understand marketing practices of Chinese small firms.
Keywords
Citation
Siu, W. (2000), "Marketing and company performance of Chinese small firms in Hong Kong", Marketing Intelligence & Planning, Vol. 18 No. 5, pp. 292-307. https://doi.org/10.1108/02634500010343991
Publisher
:MCB UP Ltd
Copyright © 2000, MCB UP Limited