Marketing in China
Marketing in China: Opportunities with Challenges to Traditional Western Marketing Theory and Practice, Special issue of Journal of Marketing Channels, Edited by Neil Herndon; Deadline 31 Jan 2011
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A SPECIAL ISSUE OF THE JOURNAL OF MARKETING CHANNELS
“MARKETING IN CHINA: OPPORTUNITIES WITH CHALLENGES TO TRADITIONAL WESTERN MARKETING THEORY AND PRACTICE”
The importance of the People’s Republic of China (PRC) as a marketing partner continues to grow for Western retailers and business-to-business marketers. However, it appears that there are many areas where marketing theory and practice, largely developed in the West, does not seem to fully apply to these consumers, retailers, and distribution channels, despite efforts at adaptation by all concerned. The Journal of Marketing Channels is planning a Special Issue on “Marketing in China: Opportunities with Challenges to Traditional Western Marketing Theory and Practice” to open a new dialogue focused on cross-cultural issues surrounding these fundamentally different Western and Chinese marketing environments.
Overall, in light of aspects of the cultural, social, legal, regulatory, and infrastructure frameworks that presently exist in the PRC, how might Western or Chinese retailers adapt their practices to better meet the needs of Chinese consumers, whether those consumers are in larger metropolitan areas with well-developed infrastructure or in more rural settings where fully modern channel structures may be lacking?
Generally, what do managers contemplating the operation of a distribution system in the PRC need to consider when designing an effective consumer response (ECR) focused on helping channel members work together to reduce total system costs while improving consumer choice and meeting stakeholder needs in a cost effective, ethical, and socially responsible manner?
More specifically, how can we adapt Western/Chinese marketing theory and practice to help ensure that channel members work together to develop better products faster and less expensively, find methods of more cost-efficient coordination and use of promotion mix tools aimed at consumers and other channels members, improve store assortments so that products in the channel meet consumer needs and channel space is used efficiently to increase channel member profits, and improve replenishment so that information and other channel flows are coordinated to ensure that the right product arrives at the right place, at the right time, in the right quantity, and at the right price as efficiently as possible given the channel environment in the PRC?
While these questions do not suggest the only suitable topics for this special issue, prospective papers should focus on issues surrounding marketing between trading partners and the PRC and/or marketing and distribution within the PRC. Submissions should be theory grounded, focus on one or more of the subdisciplines of marketing, and strongly contribute to marketing theory and practice. Papers may either be theoretical or empirical, though strong empirical approaches are preferred.
All papers will be double-blind reviewed. Instructions for authors may be found at
click on “Instructions for Authors.” The journal print and electronic editions are planned for Fall 2011.
Submissions should be sent to the special issue Guest Editor in digital form by January 31, 2011:
Dr. Neil Herndon, Guest Editor
Hong Kong Baptist University – SQ