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Though the authors propose the use of an integrative approach ‐ blending the process model and the contingency approach ‐ to build and advance small firm marketing theory, they do not describe the research methodology issues in detail. Thus, this paper reviews the relevant literature on research methodology for small firm marketing and suggests the adoption of a contextual stepwise approach ‐ adopting a co‐ordinated programme of research adjusted in accordance with the situational factors ‐ to examine small firm marketing in more depth. The article outlines a three‐stage contextual stepwise approach to the study of small firm marketing in Hong Kong which is resulting in the addition of new knowledge on the subject and the formulation of a tentative new model of small firm marketing in a non‐western context.

Drawing from industrial upgrading theories, this study aims to explore the issues of industrial upgrading and small and medium-sized enterprises (SMEs) development in an emerging market – China.

A contextual stepwise approach is undertaken by applying netnography and interviews to investigate manufacturing SMEs' perceptions on upgrading.

The study outlines three economic actors – government, industry and manufacturer; two upgrading factors – internal and external; a vicious circle that consists of thin profit, quality and imitation issues; and a benign circle that incorporates a list of upgrading capabilities – research and development (R&D), creativity, design and branding – in the context of upgrading to the value-added supply chain.

By integrating the findings with relevant literature, the authors propose a framework to best illustrate manufacturing SME upgrading. The findings reveal that Chinese manufacturing SMEs acquire upgrading capabilities through organizational learning during the upgrading process, which is affected by both external and internal factors in the constraints imposed by the interplay of relevant actors.

Through the innovative methodological approach, this study affords great insights into industrial upgrading from the perspective of manufacturing SMEs in an emerging economy – China.

This paper reports the survey results of marketing practices of 87 Chinese small firms in Mainland China. The findings suggest that the broad small firm marketing principles, though specifically generated from the Western countries, contribute to the success of Chinese small firms in China. Interestingly, however, the specific marketing practices of these small firms are different from those of their British counterparts. Research results indicate that higher‐performing Chinese small firms adopt the customer orientation, use a proactive approach in strategic planning, are aware and make use of marketing planning tools, adopt long‐term profit objectives, participate actively in new product development, and introduce new ways of doing business. Also, the higher‐performing Chinese small firms have well‐organised marketing organisation and encourage free communication flow and interaction among employees. To have better control over marketing activities, higher‐performing Chinese small firms frequently use marketing control devices. Thus, care should be taken before making generalisations about marketing in Western situations and in assuming that marketing tools and techniques are equally applicable across all locations.

Previous research by Siu and Kirby has argued that the broad Western marketing principles are not necessarily fully applicable to, and suitable for, the Chinese socio‐cultural context. To examine this assertion, provides a comprehensive examination of the marketing practices of 18 Chinese small firms in the UK. In so doing, compares the findings with a similar study of 158 Chinese small firms in Hong Kong. The results suggest that the marketing practices of Chinese small firms in the UK are different from their counterparts in Hong Kong. The findings thus lend support to the notion that socio‐cultural values and macro‐economic structure are equally important in determining a firm’s marketing behaviour. Thus, care should be taken before assuming that marketing, as practised in Western situations, is equally applicable across all contexts.

As the People′s Republic of China starts to adopt certain “capitalistic” concepts in its business enterprises, it would be interesting to learn how it borrows and adapts marketing techniques used in the Western world. For instance, what type of managerial philosophy is used in managing the sales function? This exploratory study attempts to depict salesforce management in China′s contemporary enterprises. Personal documentation, an ethnographic approach, is adopted as the data collection instrument. Identifies and discusses salesforce structure, recruitment, training and motivation of the Chinese enterprises. Suggests further research directions for the purpose of gaining a deeper understanding of the marketing activities and, in particular, salesforce management of China′s socialist enterprises.

Reports how Chinese international business educators perceive the relative quality of Chinese foreign trade programmes. The rankings and evaluative criteria adopted indicate that Chinese international business educators consider more on the inputs to the programme (e.g. number of professors) while output characteristics (e.g. competence of graduates) receive less attention. The evidence presented indicates that international business education in China is still at a growth stage and further development is necessary and desirable. Chinese international business educators should seriously consider shifting the current vocational training direction to a decision‐making orientation in their course planning and curriculum development.

This paper reports the mail survey results of the marketing practices of 158 Chinese small firms in Hong Kong. The findings suggest that broad small firm marketing principles, though specifically generated from the Western countries, may not be fully suitable for some specific socio‐cultural contexts, for example Chinese society in Hong Kong. Thus, care should be taken before making generalizations about marketing in Western situations and in assuming that marketing tools and techniques are equally applicable across all places. Socio‐cultural influences should be considered when attempting to understand marketing practices of Chinese small firms.

Banks in Pacific‐rim countries have widely and aggressively used retail banking and branch networking to provide services. However, it is widely believed that Machiavellianism is counter to conservative banking practices. This paper reports the research findings of the Machiavellian orientation of retail banking executives in Hong Kong and the relationship between Machiavellianism and job satisfaction in the banking sector. The results indicate that a relation between Machiavellianism and job satisfaction, but not career satisfaction, exists in retail banking executives.

Though the Pacific‐rim countries like China, Hong Kong and ASEAN countries will soon constitute an economic power comparable to that of North America and Europe, most of the empirical work on food labelling is related to the US and UK consumers. Research into nutrition label usage in a Chinese socio‐cultural context is not found. To redress this imbalance, this study attempts to appreciate the use of nutrition information labels by Chinese consumers in Hong Kong. The research results reveal that the frequent label users are label‐oriented, nutrition‐prone, advertising lovers, in the age group 35‐50, and they read both English and Chinese, whereas the non‐frequent label users are home‐oriented and can read only Chinese.

Critics often attack marketing as being manipulative, unethical, or “Machiavellian” in nature. Recently, branch marketing has been widely and agressively adopted by banks for growth and expansion purposes in Pacific‐rim countries. However, it is generally believed that the marketing orientation is counter to the conservative banking practices. Reports the findings of research on the Machiavellian orientation of 50 Chinese banking executives in Hong Kong and the relationships between Machiavellianism, job satisfaction and job success in the banking sector. Two instruments, the Mach IV Scale and the index of job satisfaction, were used to determine the Machiavellian orientation and the job satisfaction level of respondents. Observes significant differences between the branch managers in the banking sector and non‐banking managers with regard to Machiavellian orientation. Respondents with lower Machiavellian scores tended to attain higher job titles. However, there was no significant relationship between Machiavellianism and overall job satisfaction.