Market Receptiveness and Product Positioning Model of Chinese Firms in Emerging Markets

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Author(s): Olukayode Ojo Iwaloye (Macau University of Science and Technology, China)and Guicheng James Shi (Macau University of Science and Technology, China)
Copyright: 2016
Pages: 21
Source title: Handbook of Research on Consumerism and Buying Behavior in Developing Nations
Source Author(s)/Editor(s): Ayantunji Gbadamosi (University of East London, UK)
DOI: 10.4018/978-1-5225-0282-1.ch005

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

This study looks into the common strategic moves of Chinese firms to create appeal for their products in emerging markets. The focus is on the common competitive factors that make them to have high rate of success and prosperity compared to first movers firms from advanced markets in developing countries marketplace. Past studies showed that a firm without established brands, technology knowhow and management capabilities are likely to face with survival and performance problems, and may also reduce the firm's strategic options and growth opportunities in developing economies. Chinese firms are known to lack established brands and important core capabilities but have been able to demonstrate a unique trend in emerging countries market place. They have a common structure and trend in the ways Chinese firms create appeal to users and potential buyers in emerging market environment. This present research explored the situation with case research interview of seven Chinese firms in Nigeria.

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Market Receptiveness and Product Positioning Model of Chinese Firms in Emerging Markets

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