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Only in recent years has China been concerned about participating in the world economy. Thus far her international marketing has been limited in volume and elementary in nature. Currently China is relying primarily on her foreign partners and customers to do her international marketing as she lacks the know‐how and contacts to do an effective job herself. This will change as China moves down the learning curve. Indeed, China could become a major international marketing power before the end of this century if economic liberalisation is not stopped or reversed.

China's economic reform has brought about dramatic changes in the marketing environment. In this paper, several new features of the marketing environment in China are identified by examining the process and results of the reform. The paper concludes that the market has become a dominant factor in China's economy, but the effect of the old planned system still exists, conflicting with the new market system and making the marketing environment more complicated.

From an international retailing perspective, this empirical study aims to examine luxury fashion retailers' changing marketing strategies in China.

Using case studies of 14 luxury fashion retailers, qualitative data were collected via 31 semi-structured executive interviews.

Both standardised global and localised multinational marketing strategies were found to have initially been employed by luxury fashion retailers entering into China. Subsequently, localised multinational strategies became increasingly important for their post-entry operations and business development, particularly in terms of their product strategies. More specifically, as well as the introduction of Chinese brand names, product design has been adapted according to Chinese market conditions, and product portfolios have been adapted to satisfy regional differences. However, localised product sourcing in China is far less common.

As the findings are generated from China, they may not explain luxury fashion retailers' marketing strategies in other markets. Despite the relatively small sample size, the 14 luxury fashion retailer case studies originate from across a wide range of countries, retail formats and ownership structures and are therefore considered to be varied enough to represent the market.

The study offers practitioners insights into the success that can be generated by the manipulation of marketing strategies, particularly product strategies, within the world's second biggest luxury market.

This paper extends the current international retailing literature by examining and comparing the motives and practices of luxury fashion retailers and the increasing localisation of their marketing strategies in China as they move from initial market entry into their post-entry operations.

One of the essential components of China’s economic open door policy is the reform in its distribution system. So far the distribution reform has transformed China’s distribution system from being non‐responsive and supply‐driven to increasingly responsive and market‐ driven and the nature of exchange relationships among channel members has also changed. Consequently, the China market has become more accessible. This paper reviews a series of distribution reform programs and the emerging trends, highlights major changes in China’s distribution system, identifies the unresolved marketing and administration issues, and assesses their implications for the design of channel strategy, market entry strategy, and effective channel management in China.

Looks at consumer research in Greater China including Mainland China, Hong Kong and Taiwan. Maps out the contributions within this area and guides future research. Examines the state of the art over the 1979‐97 period, with particular emphasis on the topics that have been researched, the extent of the theory development in the field and the methodologies used in conducting research. Uses content analysis to review 75 relevant articles. Suggests that, while a considerable breadth of topics have been researched, there remains much to be done, there is further room for theoretical development in Chinese consumer behaviour studies; and the methodologies used need improvement and further refinement.

The purpose of this paper is to analyse the marketing strategy in China of the furnishing retailer IKEA in the context of standardisation and adaptation of marketing activities. IKEA's strategy in China is compared to its corporate strategy throughout the rest of the world.

The four P classifications are used as a framework to compare the central marketing strategies of IKEA with marketing strategies used in China. The paper builds on both primary and secondary data. Interviews with senior managers at IKEA are conducted and studies on business and retailing in China are used.

The marketing strategies used by IKEA in China are found to be different from the standardised strategies it uses throughout the rest of the world. Several of the changed strategies are central to the business concept of IKEA.

The present paper shows the challenges for a standardised marketing concept and its implications.

The paper provides, in the context of the standardisation and adaptation of marketing activities, a more nuanced and up‐to‐date picture of the strategies used by IKEA compared to previous studies.

As the global economy expands, it would seem to be in the interests of the major professional sport leagues of the US to move into new markets, especially China, one of the fastest growing and largest in the world. In order to sell effectively in this market, it is vital to gain an understanding of the potential fan base. To explore national differences in fandom, a survey was completed by sports fans in both China and the US to assess which sports participants followed and which media they used, to identify fan motives and their feelings about expansion. This study determined that there are clear differences between Chinese and Americans. While many of the Chinese were fans of American sports, they tended to follow individual athletes rather than teams and had relatively low fan identity but high levels of fan motivation. Motives also varied by country, with aesthetics and affiliation the primary motives among the Chinese sample. These distinctions can be utilised to create marketing strategies.

Presents the results of an empirical investigation into American executives’ perceptions of business climates in India and China. Addresses six distinct issues cocnerning economy, management, marketing, government, labour and finance. Attempts to establish the homogeneity of internal consistency of the shortened version of Buntzman’s 31 item scale used in the study. Surveyed 110 US businessmen working in these countries. Suggests that findings show India to possess a more favourable business climate but perceive China’s economy to be better.

The purpose of this study is to examine the application of sports sponsorship in China, particularly to gain some understanding of the benefits as perceived by corporate sponsors. In-depth interviews were conducted with 19 sports sponsorship experts in China. The results provide insights into how sports sponsorship works in this emerging market.