Marketing channel relationships in China: A review and integration with an institution-based perspective

Flora Fang Jia and Jeff Jianfeng Wang

Journal of Business Research, 2013, vol. 66, issue 12, 2545-2551

Abstract: Because marketing channel research is predominantly conducted in the Western world, marketing channel theories and practices may not be generalizable to Chinese markets. Despite the rapid growth of Chinese economies and their increasing importance to the global economy, our understanding of marketing channels in China is limited. This research reviews and integrates studies of marketing channels in the Chinese context. From an institution-based perspective, we develop a set of propositions focusing on issues such as guanxi, trust and dependence. We explore the impact of Chinese institutional environments (regulatory, normative and cultural) on marketing channels. Lastly, we offer suggestions to help firms adapt their channel operations to Chinese markets.

Keywords: Institutional environment; Chinese markets; Guanxi; Trust; Marketing channel (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:12:p:2545-2551

DOI: 10.1016/j.jbusres.2013.05.047

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