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Local adaptation of international business-to-business marketing in emerging markets: the case of Swedish firms in China
Linnaeus University, School of Business and Economics, Department of Marketing. (Center for International Business Studies on Emerging Markets)
Linnaeus University, School of Business and Economics, Department of Marketing. (Center for International Business Studies on Emerging Markets)
2014 (English)In: Proceedings of The 56th Annual Meeting of the Academy of International Business: "Local Contexts in Global Business": Vancouver, Canada, June 23-26, 2014Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

With the major role taken in the global economy by emerging markets, a key issue in contemporary international marketing research is how multinational corporations adapt their marketing to these markets. This paper researches this issue for Swedish firms established in China through a case study of nine subsidiaries in Shanghai, interviewing European and Chinese managers at each firm. The comparative conceptual framework derived from business-to-business marketing theory and institutional theory was operationalized into a standardized questionnaire in order to compare European and Chinese types of network marketing. The analysis shows that the European network marketing type largely prevails among Swedish subsidiaries in China. Adaptations have been made, as also a mixture between European and Chinese network marketing types can be seen. However, a limited number of adaptations into a Chinese network marketing type were identified. European managers tend to perceive the firm to hold a view closer to a Chinese network marketing type more often than the Chinese managers do, which indicates that they regard the Swedish subsidiaries to have adapted to the Chinese market to a higher extent than the Chinese managers do.

Place, publisher, year, edition, pages
2014.
Series
Proceedings of the Annual Meeting of the Academy of International Business, ISSN 2078-0435 ; 56
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
URN: urn:nbn:se:lnu:diva-42264OAI: oai:DiVA.org:lnu-42264DiVA: diva2:804944
Conference
AIB 2014 Annual Meeting, Vancouver, Canada, June 23-26, 2014
Available from: 2015-04-14 Created: 2015-04-14 Last updated: 2015-04-16Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf