Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

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

Download PDF
12 pages

Loading next page...
 
/lp/emerald-publishing/business-to-business-marketing-as-a-key-factor-for-increasing-service-S0UqIrjTm6
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 Marketing – Emerald Publishing

Published: Mar 20, 2007

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

References

  • A relationship marketing approach to guanxi
    Arias, J.T.G.
  • Empowerment im Dienstleistungsbereich
    Bowen, D.; Lawler, E.
  • Chinese negotiation and the concept of face
    Brunner, J.A.; Wang, Y.
  • The role of customer service in industrial marketing
    Cunningham, M.T.; Roberts, D.A.
  • Interpreting guanxi : the role of personal connections in a high context transitional economy
  • The benefits of ‘ guanxi ’. The value of relationships in developing the Chinese market
    Davies, H.; Leung, T.K.P.; Luk, S.T.K.; Wong, Y.H.
  • Building theories from case study research
    Eisenhardt, K.M.
  • Overcoming the service paradox in manufacturing companies
    Gebauer, H.; Fleisch, E.; Friedli, T.
  • The Interpretation of Cultures
    Geertz, C.
  • Marketing services: the case of a missing product
    Grönroos, C.
  • Service Marketing – Nordic School Perspectives
    Grönroos, C.; Gummesson, E.
  • The price bundling of services: a normative framework
    Guiltinan, J.P.
  • The Silent Language
    Hall, E.T.
  • Culture's Consequences, International Differences in Work‐related Values
    Hofstede, G.H.
  • Cultures and Organisations: Software of the Mind
    Hofstede, G.
  • The role of soft factors in implementing a service‐oriented strategy in industrial marketing companies
    Homburg, C.; Fassnacht, M.; Guenther, C.
  • Values and value orientations in the theory of action: an exploration in definition and classification
    Kluckhohn, C.
  • Marketing Management: Analysis, Planning, Implementation and Control
    Kotler, P.
  • Services Marketing
    Kurtz, D.L.; Chow, K.L.
  • Marketing intangible products and product intangibles
    Levitt, T.
  • Naturalistic Inquiry
    Lincoln, Y.; Cuba, E.G.
  • Product Plus
    Lovelock, C.
  • Services Marketing: People, Technology, Strategy
    Lovelock, C.
  • Hofstede's model of national cultural differences and their consequences: a triumph of faith – a failure of analysis
    McSweeney, B.
  • Integrating Service Strategy in the Manufacturing Company
    Mathe, H.; Shapiro, R.D.
  • Qualitative Data Analysis: An Expanded Sourcebook
    Miles, M.B.; Huberman, A.M.
  • Pricing. Making Profitable Decisions
    Monroe, K.B.
  • Managing the transition from products to services
    Oliva, R.; Kallenberg, R.
  • Exploiting your product's life cycle
    Potts, G.W.
  • Beyond products: service‐based strategy
    Quinn, J.B.; Doorley, T.L.; Paquette, P.C.
  • The value concept and relationship marketing
    Ravald, A.; Grönroos, C.
  • Structure and importance of work goals among managers in the people's Republic of China
    Shenkar, O.; Ronen, S.
  • From cultural models to cultural categories: a framework for cultural analysis
    Singh, N.
  • Basics of Qualitative Research: Grounded Theory Procedures and Techniques
    Strauss, A.; Corbin, J.
  • Manufacturing firms and integrated solutions: characteristics and implications
    Windahl, C.; Andersson, P.; Berggren, C.; Nehler, C.
  • Go downstream: the new imperative in manufacturing
    Wise, R.; Baumgartner, P.
  • Cognitive styles: Essence and Origins
    Witkin, H.; Goodenough, D.
  • Case Study Research: Design and Method
    Yin, R.K.
  • Consumer perception of price, quality and value: a means‐end model and synthesis of evidence
    Zeithaml, V.