Marketing strategy and business performance: the case of small firms in China

Yiming Tang, Paul Wang, Yuli Zhang

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


This study investigates the effects of marketing-related variables on business performance of small firms in China. In this paper, we present the findings from a qualitative pilot study and a quantitative main survey. The results show that long-term differentiation marketing strategy, R&D as a percentage of sales, and years in business are positively associated with a small firm's business performance in China. These findings suggest that small Chinese firms should adopt long-term differentiation strategy by investing in new product development in order to better adapt to the more competitive environment following China's accession of WTO.
Original languageEnglish
Title of host publicationANZMAC 2005
Subtitle of host publicationconference proceedings : broadening the boundaries
EditorsSharon Purchase
Place of PublicationFremantle, WA
Number of pages9
ISBN (Print)064645546X
Publication statusPublished - 2005
EventAustralian and New Zealand Marketing Academy Conference (2005) - Fremantle, WA
Duration: 5 Dec 20057 Dec 2005


ConferenceAustralian and New Zealand Marketing Academy Conference (2005)
CityFremantle, WA


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