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Markets, marketing, and marketing behaviour : an empirical examination in China and Britain
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Liu, Hong (1991) Markets, marketing, and marketing behaviour : an empirical examination in China and Britain. PhD thesis, University of Warwick.
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Official URL: http://webcat.warwick.ac.uk/record=b1409591~S1
Abstract
China's economic reform initiated in 1979 has brought about the
partial functioning of markets and the growing interest in Western
marketing on the part of academics, practitioners, and governmental
bodies. In the West, despite the repeated espousal since the 1950s,
marketing orientation has only been partially practised by UK and
American firms, with a resultant decline in international
competitiveness. Meanwhile, a number of related fundamental issues
remain unexplored.
This study addresses the compatibility of Western marketing with
China's new setting, with a focus on the general factors encouraging
and discouraging marketing orientation and the consequences thereof. A
postal survey involved 254 UK firms and 636 Chinese enterprises,
supplemented by two in-depth interviews. Principal component,
regression, and discriminant analyses, together with t-test and
analysis of variance, were performed for data analysis.
The major issues in the study include: 1) characteristics of the firm
adopting marketing orientation; 2) associations of marketing
orientation with market structure and (governmental and corporate)
control; 3) relationships between marketing orientation and
performance; and 4) linkages between innovation and marketing
orientation. Within this framework, the following are further
examined: a) relationships among market structure, control, marketing
orientation, and firm size; b) differences between the UK and China
business environment and between (UK) corporate investment control and
(Chinese) governmental investment control; c) structure of business
orientation in UK and Chinese enterprises; and d) issues particularly
relating to the Chinese context such as business behaviour and
environment in different regions and enterprises of different type.
The research demonstrates the nature of the embryonic stage of markets
and marketing-related behaviour in China, and provides insights into
business orientation in Western surroundings. A number of problems in
the business orientation of UK firms and key parameters in terms of
business decision and further research have been identified.
Item Type: | Thesis (PhD) | ||||
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Subjects: | H Social Sciences > HF Commerce | ||||
Library of Congress Subject Headings (LCSH): | Marketing -- Great Britain, Marketing -- China | ||||
Official Date: | June 1991 | ||||
Dates: |
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Institution: | University of Warwick | ||||
Theses Department: | Warwick Business School | ||||
Thesis Type: | PhD | ||||
Publication Status: | Unpublished | ||||
Supervisor(s)/Advisor: | Wensley, Robin, 1944- ; Whittington, Richard, 1958- | ||||
Sponsors: | Wang Kuancheng jiao yu ji jin hui ; Chinese Economic System Reform Research Institute ; Zhongguo ren min da xue | ||||
Extent: | xx, 425 leaves | ||||
Language: | eng |
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