SMALL AND MEDIUM SIZED RETAILERS' PROMOTION STRATEGIES IN THE ASIA PACIFIC REGION - A COMPARATIVE STUDY

Fam Kim Shyan and Bill Merrilees
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Fam Kim Shyan: Department of Marketing, University of Otago, New Zealand
Bill Merrilees: Department of Management, The University of Newcastle, Australia

Journal of Enterprising Culture (JEC), 1999, vol. 07, issue 02, 179-196

Abstract: This paper examines and compares the promotion strategies used by clothing and shoe retailers in the Asia Pacific region, namely Hong Kong, New Zeal and Australia. To undertake this study, we postal surveyed the clothing and shoe retailers' perceptions of the importance of various promotion tools across the three countries. The results show that there are significant differences among the three countries in terms of promotion mix usage. Our main conclusion is that there are two approaches to strategic promotion, namely traditional and new age marketing. The paper ends by isolating the managerial implications of the research and identifies related areas that might be fruitfully exploited by international retailers.

Date: 1999
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DOI: 10.1142/S021849589900011X

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