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.