Marketing channel relationships in China : A review and integration with an institution-based perspective
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Pages (from-to) | 2545-2551 |
| Journal / Publication | Journal of Business Research |
| Volume | 66 |
| Issue number | 12 |
| Publication status | Published - Dec 2013 |
Link(s)
Abstract
Because marketing channel research is predominantly conducted in the Western world, marketing channel theories and practices may not be generalizable to Chinese markets. Despite the rapid growth of Chinese economies and their increasing importance to the global economy, our understanding of marketing channels in China is limited. This research reviews and integrates studies of marketing channels in the Chinese context. From an institution-based perspective, we develop a set of propositions focusing on issues such as guanxi, trust and dependence. We explore the impact of Chinese institutional environments (regulatory, normative and cultural) on marketing channels. Lastly, we offer suggestions to help firms adapt their channel operations to Chinese markets. © 2013 Elsevier Inc.
Research Area(s)
- Chinese markets, Guanxi, Institutional environment, Marketing channel, Trust
Citation Format(s)
Marketing channel relationships in China : A review and integration with an institution-based perspective. / Jia, Flora Fang; Wang, Jeff Jianfeng.
In: Journal of Business Research, Vol. 66, No. 12, 12.2013, p. 2545-2551.Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
