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The market orientation of Chinese enterprises during a time of transition

The market orientation of Chinese enterprises during a time of transition As China moves from a command economy to one more directed by customer demands, its enterprises must acquire an entirely new understanding of the purpose of business. The marketing concept appears to offer an approach to management that is dramatically new to China but much needed in its current state of development. Reports the results of an empirical study concerning the market orientation of various types of Chinese enterprises based on their size, location, ownership and sector. The data suggest substantial differences between the various types of operations. Since the existing literature relating to market orientation is devoted almost exclusively to Western business settings, this study provides benchmark data that may be used to track the evolution of an economy that is in the midst of a dramatic economic transition. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The market orientation of Chinese enterprises during a time of transition

Shengliang Deng; Jack Dart
European Journal of Marketing , Volume 33 (5/6): 24 – Jun 1, 1999
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Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569910262279
Publisher site
See Article on Publisher Site

Abstract

As China moves from a command economy to one more directed by customer demands, its enterprises must acquire an entirely new understanding of the purpose of business. The marketing concept appears to offer an approach to management that is dramatically new to China but much needed in its current state of development. Reports the results of an empirical study concerning the market orientation of various types of Chinese enterprises based on their size, location, ownership and sector. The data suggest substantial differences between the various types of operations. Since the existing literature relating to market orientation is devoted almost exclusively to Western business settings, this study provides benchmark data that may be used to track the evolution of an economy that is in the midst of a dramatic economic transition.

Journal

European Journal of Marketing – Emerald Publishing

Published: Jun 1, 1999

Keywords: China; Economic conditions; Marketing concepts; Marketing environment; Market orientation

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