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Walters and Samiee (2003)
Management
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Walters and Samiee (2003) - Marketing Strategy in Emerging Markets:
The Case of China
Following its accession to the World Trade Organisation (WTO), China
has seemed more attractive to investors. However, for a successful
invesment, firms need to do do their research.
Obtaining accurate and timely information on China's market
conditions and macro and micro levels is essential, but often quite
problematic. This is because of the following:
- Tastes keep changing rapidly
- The geographic scale, size and diversity of the Chinese market
- Official figures do not count the tens of millions of Chinese
migrant workers are hiding their unregistered children. There is
also a lack of transparency with official figures
- Many things cannot be transferred to China and from one region
to another
- The Chinese have a habit of selecting midrange values when
tested, rather than saying what they really think
- Issues such as slow and unreliable postal service, topic
sensitivity, a tradition of silence and "face" issues can skew
market research results. Companies need to devise new ways of
collecting up-to-date information
- Official figures are often inaccurate, due to pressures to
inflate performance. There are large chunks of the private and
public sector which do uncounted.
Chinese issues
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