Purpose – The purpose of this paper is to provide an investigation of market orientation of retailers in China, an emerging economy. Several predictors of Chinese retailers' market orientation are examined. Design/methodology/approach – Using survey data collected from 99 retailers in China,...

China’s economy is transforming at a brisk pace. A partially dismantled command economy and introduction of competition have fueled consumer demand for a greater selection of innovative new products in the retail market. The challenge for retail buyers is to adjust their procurement processes...

Purpose – Seeks to summarize relevant literature reporting on western research and to use a grounded theory approach to form the model. Also to develop a Chinese retailer new product decision process model. And consider unique aspects of Chinese culture and the ongoing economic transitions....