Abstract
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 language | English |
|---|---|
| Title of host publication | ANZMAC 2005 |
| Subtitle of host publication | conference proceedings : broadening the boundaries |
| Editors | Sharon Purchase |
| Place of Publication | Fremantle, WA |
| Publisher | ANZMAC |
| Pages | 67-75 |
| Number of pages | 9 |
| ISBN (Print) | 064645546X |
| Publication status | Published - 2005 |
| Event | Australian and New Zealand Marketing Academy Conference (2005) - Fremantle, WA Duration: 5 Dec 2005 → 7 Dec 2005 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2005) |
|---|---|
| City | Fremantle, WA |
| Period | 5/12/05 → 7/12/05 |