Marketing and Business Performance of Construction SMEs in China
Purpose ? This study aims to examine the association between a number of variables pertaining to marketing strategy and business performance ofsmall construction firms in Tianjin, China.Design/methodology/approach ? The paper consists of a qualitative pilot study and a quantitative main survey.Findings ? Long-term differentiation marketing strategy, research and development (R&D) as a percentage of sales, and years in business are found tobe positively associated with a small firm?s business performance. Current product focus, government policy, quality and availability of services,conducting regular market research, firm?s registered capital and employee number, being a supplier to a few large firms, and having a few regularsuppliers are not found to be significantly associated with business performance.Research limitations/implications ? The study has possible location and industry-specific limitations.Practical implications ? Managerially, the findings encourage small Chinese firms to adopt a long-term differentiation strategy, focusing on R&D andnew product development. Government should disseminate this knowledge and facilitate small firms in obtaining necessary external finances tosupport their R&D programs. Such measures are vital for small firms to adapt to the increasingly competitive business environment in China?s post-World Trade Organization era.Originality/value ? By systematically examining relationships between marketing strategy and performance of the small Chinese firms, this studyadds knowledge to the field of small firm research in China.
Year of publication: |
2005
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Authors: | Wang Paul ; Zhang Yuli ; Tang Yiming |
Publisher: |
Emerald Group Publishing |
Saved in:
freely available
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