This paper presents the result of an exploratory survey of the role of marketing in China from the perspectives of foreign partners in 35 major Sino-foreign joint ventures. The result shows that China is already an integral part of the global market for many multinational companies, and...

Recent years have witnessed the emergence of Chinese multinationals with a presence in both developed and developing countries. Yet little is known about them. This paper presents a case study of one of the leading Chinese multinationals, the Haier Group. It addresses the internationalization...