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The interplay of environment and culture in small firm Marketing: a comparative study of the marketing practices of Chinese small firms in Hong Kong and the UK
The Authors
Wai-Sum Siu, Associate Professor, in the Department of Marketing, Hong Kong Baptist University, Kowloon Tong, Hong Kong
Yi Zhu, Lecturer in Business, at Middlesex University Business School, London, UK
David A. Kirby, Professor of Entrepreneurship, at the University of Surrey, Guildford, UK
Abstract
Previous research by Siu and Kirby has argued that the broad Western marketing principles are not necessarily fully applicable to, and suitable for, the Chinese socio-cultural context. To examine this assertion, provides a comprehensive examination of the marketing practices of 18 Chinese small firms in the UK. In so doing, compares the findings with a similar study of 158 Chinese small firms in Hong Kong. The results suggest that the marketing practices of Chinese small firms in the UK are different from their counterparts in Hong Kong. The findings thus lend support to the notion that socio-cultural values and macro-economic structure are equally important in determining a firm’s marketing behaviour. Thus, care should be taken before assuming that marketing, as practised in Western situations, is equally applicable across all contexts.
Article Type:
Research paper
Keyword(s):
Marketing strategy; Small firms; Culture; Hong Kong; United Kingdom.
Journal:
Journal of Small Business and Enterprise Development
Volume:
10
Number:
1
Year:
2003
pp:
25-39
Copyright ©
MCB UP Ltd
ISSN:
1462-6004
Managerial and policy implications
• Most Chinese small firms in the UK and Hong Kong (HK) are not widely aware of, or the owner-managers are not familiar with, sophisticated marketing planning tools, reinforcing the view expressed by Siu and Kirby (1995) that small firm marketing is still in its infancy.
• The business operations of UK and HK Chinese small firms are simple as their markets are segmented (mainly Chinese) and they occupy a niche market and understand their customers so thoroughly that marketing planning tools are not felt to be needed.
• UK and HK Chinese small firms adopt an informal marketing planning approach that relies on social and personal contact networks rather than the formal approach requiring the application of these planning tools.
• The interplay between environment and culture needs to be taken into consideration when attempting to understand the marketing practices of Chinese small firms. Care should be taken before making generalisations about marketing in Western or Eastern situations and in assuming that marketing tools and techniques are equally applicable across all places.
• For government decision makers, understanding the relationship between culture, market structure and marketing strategy could improve policy effectiveness, by creating certain environments that foster particular business behaviours or induce certain required organisational practices.
Introduction
Aldrich (2000) points to the lack of any substantial assessment of the state-of-the-art of research into entrepreneurship in regions other than North America and suggests that to advance entrepreneurship theory requires the examination of national differences. The research findings of Siu and Kirby (1999a) reveal that in HK the broa本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。