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Business‐to‐business marketing as a key factor for increasing service revenue in China

Business‐to‐business marketing as a key factor for increasing service revenue in China Purpose – This study seeks to examine how Chinese culture affects business‐to‐business marketing strategies and service revenue in manufacturing companies. Design/methodology/approach – The paper used a combination of qualitative research approaches, namely interviews, longitudinal study and bi‐polar case studies. The sequence of the qualitative research approaches was chosen to maximize internal and external validity. Findings – The findings expose the impact of the characteristics of Chinese culture on a firm's potential to generate high service revenues in business marketing. Research limitations/implications – The study has possible location‐ and industry‐specific limitations. Originality/value – The implicit logic for increasing service revenue starts with overcoming typical and, in some respects, limiting cultural characteristics. These characteristics limit business‐to‐business marketing for increasing service revenue. Monitoring the effects of Chinese culture and gaining an understanding of how they have to be managed provides some guidance for managers to generate high service revenues. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

Business‐to‐business marketing as a key factor for increasing service revenue in China

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Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858620710730249
Publisher site
See Article on Publisher Site

Abstract

Purpose – This study seeks to examine how Chinese culture affects business‐to‐business marketing strategies and service revenue in manufacturing companies. Design/methodology/approach – The paper used a combination of qualitative research approaches, namely interviews, longitudinal study and bi‐polar case studies. The sequence of the qualitative research approaches was chosen to maximize internal and external validity. Findings – The findings expose the impact of the characteristics of Chinese culture on a firm's potential to generate high service revenues in business marketing. Research limitations/implications – The study has possible location‐ and industry‐specific limitations. Originality/value – The implicit logic for increasing service revenue starts with overcoming typical and, in some respects, limiting cultural characteristics. These characteristics limit business‐to‐business marketing for increasing service revenue. Monitoring the effects of Chinese culture and gaining an understanding of how they have to be managed provides some guidance for managers to generate high service revenues.

Journal

Journal of Business & Industrial MarketingEmerald Publishing

Published: Mar 20, 2007

Keywords: Customer service management; Manufacturing industries; China; National cultures

References