Purpose – This article aims to examine the extent to which Western World “textbook” strategic marketing is being practised within Chinese manufacturing companies as well as its contribution to competitive success. Design/methodology/approach – Data were collected by means of a...

Many studies have highlighted the important role that marketing plays in contributing to a firm’s competitive success. In most cases, however, research has focused on either large businesses, or, to a lesser extent, very small businesses, essentially ignoring the many “medium‐sized”...

For many years scholars of marketing have advocated the importance of marketing as a key determinant of business performance, and particularly for small and medium‐sized enterprises. In the UK, efforts have been made to translate theory into practice in an attempt to improve the...

Purpose – To contrast the role and practical application of strategic marketing in higher and lower‐performing firms. Design/methodology/approach – In‐depth personal interviews with senior marketing executives in three matched high/low performing manufacturing firms in the UK were...