This paper argues that it is crucial to take account of both home and host country contexts in order adequately to understand their implications for Chinese enterprises investing into foreign countries. This calls for an analysis that is sensitive to both home and host country contexts, and that...

Purpose – The aim of the paper is to present an overview and an assessment of the challenges and opportunities for businesses that emerge from the greater diversity and complexity in doing marketing in the expanding EU. Design/methodology/approach – The paper examines how marketing issues...