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The mixture of network marketing types in emerging markets: ­ The case of Swedish MNCs in China
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (English)In: Proceedings of Academy of Marketing Science: 17th Biennial World Marketing Congress, August 5-8, at ESAN, Lima, Peru, The Academy of Marketing Science, 2014Conference paper, Abstract (Refereed)
Abstract [en]

With the major role taken in the global economy by emerging markets, a key issue in contemporary marketing research is the relevance of Western marketing ideas, both from a theoretical and practical perspective. This paper researches this issue for China, being the fastest growing emerging market in the world and therefore becoming a role model for marketing in such markets. The purpose is to specify a network marketing theory relevant for emerging markets. A case study was undertaken on-site at subsidiaries of nine Swedish MNCs in Shanghai through semi-structured interviews with one manager of European and one of Chinese origin at each firm. The conceptual framework of four basic rules is derived into a standardized questionnaire, based on which the European and Chinese types of network marketing are compared. The results and analysis show that in subsidiaries of Swedish MNCs in China, the European network marketing type seems to prevail. Still, adaptations have been made as also a mixture between European and Chinese network marketing types can be seen. A limited number of adaptations into a Chinese network marketing type were identified, even if the managers themselves perceive that they have made adaptations when working in Swedish subsidiaries in China. When comparing European versus Chinese manager groups, the 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. This indicates that the European managers regard that the Swedish subsidiaries have adapted more to the Chinese market than can be shown theoretically.    

Place, publisher, year, edition, pages
The Academy of Marketing Science, 2014.
National Category
Economics
Research subject
Economy, Economics
Identifiers
URN: urn:nbn:se:lnu:diva-44993OAI: oai:DiVA.org:lnu-44993DiVA: diva2:825075
Conference
17th Biennial World Marketing Congress, August 5-8, at ESAN, Lima, Peru
Available from: 2015-06-23 Created: 2015-06-23 Last updated: 2015-06-23Bibliographically 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