Siu, Wai‐Sum; Zhu, Yi; Kirby, David A. - In: Journal of Small Business and Enterprise Development 10 (2003) 1, pp. 25-39
Previous research by Siu and Kirby has argued that the broad Western marketing principles are not necessarily fully applicable to, and suitable for, the Chinese socio‐cultural context. To examine this assertion, provides a comprehensive examination of the marketing practices of 18 Chinese...