Examines how Chinese organizational buyers evaluate four categories of industrial products from four different source‐regions, the basic hypothesis being that the majority of the purchasing managers held favourable images of the industrial products coming from the industrialized regions of the...

Purpose – This paper aims to investigate the balance of power between a giant manufacturer in the air conditioners market (i.e. Gree) and a giant retailer in the home appliances market (anonymity preserved). Both companies are operating in the rapidly growing Chinese home appliances market. In...