Taiwanese and Chinese supplier companies in China. This research's theory development is suited to case study, and theory … these findings is expected to be of benefit to firms who wish to invest or do business in China. …

and south of mainland China. Design/methodology/approach – Based on previous research and relationship marketing theories … implications – The findings of the research provide managerial implications for marketing segmentation in China. International and … domestic marketers should consider using different marketing strategies on consumers from different regions of China …