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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.

Women in Hong Kong do not yet enjoy full freedom from differential treatment in access to employment in the managerial field, judging by analysis of the content of nearly 2,000 recruitment advertisements. However, the pace of social change, and change in cultural norms concerning the roles of women will accelerate and evolve towards giving women a better deal. As more women become visible in the management sphere, expectations regarding their future roles in the corporate world are heightened, thus demanding access to all levels of the organisation. The integration of women will mean society adapting to women's life cycles, enabling them to become good mothers, wives, and successful managers.

Examines the recent research on advertising in mainland China over the 1979‐1998 period. Suggests that findings show a sustained effort in academic research/publications on advertising in China is in the early stage of its development and whilst many areas have been researched, there are many more yet to be touched. Concludes that the research is seldom based on established theoretical or conceptual framework and the research methods and types of analysis used have not been very advanced when compared to general advertising research.

Participation in various kinds of production is an important way for women to raise their economic status in China. However, this is dependent on the level of their labour productivity and the speed at which they can be relieved of the heavy burden of domestic responsibilities. The introduction of the single‐child family programme since 1979 should have immense repercussions on women's productive and reproductive roles. This must be accompanied by social change, e.g. the ending of the strong preference for sons, to produce the desired broader sexual equality.

The current status of women in management in Hong Kong is examined and some of the factors affecting their movement into non‐traditional roles and status are highlighted.

With the implementation of economic reforms in the countryside the family is again becoming the basic unit of production, which decides what work to do and where, who should perform which tasks, and how income and profits should be spent. Socialist principles should ensure that benefits accrue to women from the economic reforms but they are also creating new problems. Following a general discussion of women's roles in the economy and the nature of the present reforms, the article gives detailed consideration to three areas of particular concern to women: obtaining education, relieving household chores, and restraining birth rates. The author suggests that the traditional preference for sons is a further factor working against women's interests.

The twenty‐first century is likely to be known as the “Pacific Century”. China is a particular attraction to foreign businesses and corporations because of its mass domestic market and rich natural resources. Although it offers long‐term lucrative business opportunities, gaining entry is a taxing process for most foreign investors. Hong Kong can play an important role in facilitating the entry of foreign investors into the China market since it has an intrinsic link with China. It would be worthwhile for foreign investors to capitalise on its gateway role.

Women have always been stereotyped in advertising. It is evident that women in Hong Kong are subject to the same level of stereotyping as those in the US. As more and more women do paid work they are fast becoming consumers for all kinds of products and services; it is good business to produce advertisements that represent women as they see themselves today.

Using the supermarket technology in Hong Kong as an example, the article shows that the transference of the retail technology from one market to another is highly dependent on the socio‐cultural environment. In effecting an international transfer a retailer may have to be satisfied with an incomplete transfer, proceed in a gradual, evolutionary process and maintain an adaptive interaction with the environment.

Introduction Hong Kong has reached a turning point in its history during the past two years. The issue which dominated the city and caught the limelight of the world was Hong Kong's political future after 1997. The question of what will happen in less than 15 years is now the subject of the Sino‐British negotiations in Beijing.