How FIEs may sustain competitive advantage in China Adapting marketing strategy by the use of Guanxi

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	How FIEs may sustain competitive advantage in China Adapting marketing strategy by the use of Guanxi
	Yuan, Xina ; Kim, SangYong ; Dai, Wanwen ; Arnulf, Jan Ketil ; Yuan XN(袁喜娜)
刊名	http://dx.doi.org/10.1108/BJM-04-2013-0076
	2014
关键词	RULE-BASED GOVERNANCE RESOURCE-BASED VIEW FIRM PERFORMANCE LEARNING ORIENTATION EMERGING MARKETS ORGANIZATIONAL PERFORMANCE MANAGERIAL IMPLICATIONS CAPABILITIES BUSINESS IMPACT
英文摘要	Purpose - The purpose of this paper is to show that the Guanxi characteristics in Chinese business culture may add to the understanding of foreign invested enterprise's (FIE) successful marketing in China Design/methodology/approach - The authors surveyed the entry mode of 296 FIEs in China and examined their way of adapting marketing strategy to local culture. The authors used a conceptual model hypothesizing a system of variables that the authors subsequently tested using structural equation modeling. Findings - Market orientation was insufficient to obtain marketing capability in China. FIE marketing capability in China was dependent on Guanxi and learning orientation, showing the need for contextualization of marketing approaches. Research limitations/implications - This paper enriches previous research on marketing and makes a contribution to the existing literature on practical management in China It is also relevant for marketing in other markets in transition. Practical implications - FIEs may develop these capabilities on their own or succeed trough partnering in China. The study also points at similar mechanisms in other emerging markets and economies in transition from previous socialist economies. Originality/value - The authors attempt to explore the main factors driving the marketing capabilities of FIEs in China. Few articles have shown how foreign companies may adopt Guanxi orientation to do this, which is the object of the present study.
语种	英语
出版者	EMERALD GROUP PUBLISHING LIMITED
内容类型	期刊论文
源URL	[http://dspace.xmu.edu.cn/handle/2288/87662]
专题	管理学院－已发表论文
推荐引用方式 GB/T 7714	Yuan, Xina,Kim, SangYong,Dai, Wanwen,et al. How FIEs may sustain competitive advantage in China Adapting marketing strategy by the use of Guanxi[J]. http://dx.doi.org/10.1108/BJM-04-2013-0076,2014.
APA	Yuan, Xina,Kim, SangYong,Dai, Wanwen,Arnulf, Jan Ketil,&袁喜娜.(2014).How FIEs may sustain competitive advantage in China Adapting marketing strategy by the use of Guanxi.http://dx.doi.org/10.1108/BJM-04-2013-0076.
MLA	Yuan, Xina,et al."How FIEs may sustain competitive advantage in China Adapting marketing strategy by the use of Guanxi".http://dx.doi.org/10.1108/BJM-04-2013-0076 (2014).