Strategic Marketing in China


Strategic Marketing in China: Challenges and Opportunities, Special issue of Journal of Global Marketing, Edited by Geng Cui and TS Chan; Deadline 29 Feb 2008

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Call for Paper for a Special Issue of
The Journal of Global Marketing


As the biggest emerging market in the world, China is leading the economic growth in the Greater China region, with increasingly wealthy and sophisticated urban consumers. Since its accession to the WTO in 2001, China has been undergoing a shift in its growth pattern from FDI-led export to one that is based on domestic demand and consumption ranging from outbound tourism to luxury goods. In his recent book "The Rise of the Chinese Consumer," Jonathan Garner suggests that by the year 2014, the Chinese consumers will likely have displaced the US consumers as the engine of growth in the global economy. Strong economic growth, steady appreciation of the Yuan, and the 2008 Olympic Games in Beijing, will lead to a surge in Chinese consumer spending over the next ten years and the Chinese consumers will account a much bigger share of global consumption spending. These statistics and changes are transforming the competitive scenario in China, represent both unique opportunities and challenges for local, regional, and international firms, and have tremendous implications for marketing to China’s rising consumer class.

Journal of Global Marketing is developing a special issue on "Strategic Marketing in China: Challenges and Opportunities" and invites empirically-oriented quality manuscripts with managerial implications in the following areas:

  • New generations of consumers and marketing opportunities in China
  • Emerging, "leapfrogging" consumption patterns and decision-making styles among Chinese consumers
  • Consumption of global brands, luxury goods and services in China
  • Use of credit cards and other financial services among Chinese consumers
  • Chinese outbound tourism and its impact on tourism and hospitality management
  • Marketing orientation and performance of Chinese companies
  • Development of marketing capabilities and internationalization of Chinese firms
  • Brand equity of Chinese products and the performance of "Made in China" brands/products
  • Building brand identity and cultivating brand loyalty
  • Distribution channel conflicts and strategies for resolution and cooperation
  • Developing sustainable competitive advantages and maintaining profitability amid rapid growth and expansion
  • Improving satisfaction of increasingly demanding customers under hyper-competition and downward price pressure
  • Connected consumers, Internet marketing and e-commerce in China
  • Dark sides of marketing in China, consumer (dis)satisfaction, public relations and crisis management
  • Environmentalism, social responsibility, and marketing ethics issues and their impact on the performance of Chinese companies
  • Marketing communication and advertising issues in China

The deadline for submission is February 29, 2008. The special issue is scheduled to be published either in late 2008 or in early 2009. Manuscripts should be submitted electronically to the Journal of Global Marketing Special Issue Co-Guest Editors. You may access the journal information and author guidelines at Questions and suggestions can be directed to either Special Issue Guest Co-editors, Professor Geng Cui at or Professor TS Chan at General journal inquiries may be directed to Editor-in-Chief of the JGM, Professor Erdener Kaynak at or