As China's markets evolve, marketing strategy must adapt to meet changing circumstances. Alon and his contributors provide a comprehensive look at how economic transition affects marketings strategies across a wide range of industries, including telecommunications, the auto industry, the hospitality industry, the airline industry, textiles, cosmetics, and wine. In addition, they discuss the changing situation of joint ventures, collective enterprises, and state-owned businesses.



Table of Contents:

Forward by Shaomin Li

Introduction by Ilan Alon

I. International Marketing in China

International Market Entry into China by David Reid

Performance of Market Followers in the International Market: The Case of China by Yigang Pan and Shaomin Li

A Comparison of Popular Chinese and U.S. Home Pages by Wenyong Zhao, et al.

Chinese E-Business Strategy: The Case of Haier by Peter Ping Li and Tung-lung Chang

Market Research Issues in China: The Pharmaceutical Industry by Phil Stern, Sue Bridgewater, and Wang Bo

The Development of Domestic Brands in China by Michael T. Ewing, et al.

Examining the Market Strategies Employed by Chinese Sales Letters by Yunxia Zhu



II. Development and Competition in Selected Industries

Upgrading China's Competitive Advantage: The Case of Zhongguancun Science and Technology Park by Mei Qi, Yanyu Zhao, and Peter Enderwick

The New Jewelry: Cell Phones in China by David Reid

PC Industry in China: Evolution and Competitive Dynamics by Alev M. Efendioglu

Marketing Wine in China by Michael Beverland, Philip Bretherton, and Peter Carswell

Marketing Strategy in the Chinese Cosmetics Industry by Patricia M. Anderson and Xiaohong He

The Development of the Hotel Sector in China by Ray Pine and Ping-Shu Qi

The New Frontiers of the Chinese Car Industry by Tom Dennelly, K. Mellahi, and Janet Tally

Airline Industry in China: Evolution and Competitive Dynamics by Alev M. Efendioglu

The Competitive Nature of the Chinese Textile and Apparel Industry by Doren Chadee and Gerry Jing



III. State-Owned and Collective Enterprises

Leadership and Alienation in State-Owned Enterprises and International Joint Ventures in China by Moshe Banai and Jason Hu

Socialization of Chinese Employees in Chinese and Multinational Organizations by Cheryln Skromme Granrose and Paula D. Harveston

A Supply Chain and Organizational Approach to Chinese State-Owned Enterprise Performance by Richard Germain and Xiaohua Lin

Chinese Township and Village Enterprises in Transition by David Pollard

Some Final Reflections on Economic Transition and International Marketing Activities in China by Ilan Alon