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Introduction: Fingered citron slices possess significant nutritional value and economic advantages as herbal products that are experiencing increasing demand. The grading of fingered citron slices plays a crucial role in the marketing strategy to maximize profits. However, due to the limited adoption of standardization practices and the decentralized structure of producers and distributors, the grading process of fingered citron slices requires substantial manpower and lead to a reduction in profitability. In order to provide authoritative, rapid and accurate grading standards for the market of fingered citron slices, this paper proposes a grading detection model for fingered citron slices based on improved YOLOv8n. Methods: Firstly, we obtained the raw materials of fingered citron slices from a dealer of Sichuan fingered citron origin in Shimian County, Ya'an City, Sichuan Province, China. Subsequently, high-resolution fingered citron slices images were taken using an experimental bench, and the dataset for grading detection of fingered citron slices was formed after manual screening and labelling. Based on this dataset, we chose YOLOv8n as the base model, and then replaced the YOLOv8n backbone structure with the Fasternet main module to improve the computational efficiency in the feature extraction process. Then we redesigned the PAN-FPN structure used in the original model with BiFPN structure to make full use of the high-resolution features to extend the sensory field of the model while balancing the computation amount and model volume, and finally we get the improved target detection algorithm YOLOv8-FCS. Results: The findings from the experiments indicated that this approach surpassed the conventional RT-DETR, Faster R-CNN, SSD300 and YOLOv8n models in most evaluation indicators. The experimental results show that the grading accuracy of the YOLOv8-FCS model reaches 98.1%, and the model size is only 6.4 M, and the FPS is 130.3. Discussion: The results suggest that our model offers both rapid and precise grading for fingered citron slices, holding significant practical value for promoting the advancement of automated grading systems tailored to fingered citron slices. [ABSTRACT FROM AUTHOR]

During geopolitical crises, the price stability of agricultural commodities is critical for national security. Understanding the dynamics of pricing power between the U.S. and China and how it varies over time can help smaller nations navigate unpredictable moments. This study uses a unified framework and wavelet approach to examine soybean price discovery in the U.S. and China from the standpoints of price interdependence and information flows. We begin by illustrating the integrated link between the soybean futures markets in the U.S. and China, which includes multiple structural breaks. The pricing difference between the two nations acts as the primary information spillover route for their integrated relationship. Furthermore, we show that the direction and degree of information spillover change dramatically in proportion to the strength of the U.S.-Chinese soybean interaction. Finally, we find that China's recent retaliatory tax on the U.S. soybeans gave the Chinese market a more powerful position in soybean futures price discovery. After the first-stage trade deal was reached, and during the epidemic phase of the coronavirus pandemic, the pricing power of the U.S. soybean market showed no signs of full recovery. [ABSTRACT FROM AUTHOR]

At the end of 2019, the sudden outbreak of the pandemic brought a significant impact on the sales of agricultural products in China and all over the world. To reduce the unmarketable problem caused by the pandemic in the agricultural industry, operators who used to focus on offline sales changed their marketing strategy and began to build online sales channels through e-commerce platforms and adopt various online marketing strategies to improve their marketing performance. Furthermore, the performance of online marketing of agricultural products is affected by the interaction of multiple factors in the complex environment. This study aims to distinguish between the performance of different online marketing strategies by using necessary comparative analysis (NCA) and qualitative comparative analysis (QCA) method, to help operators to grasp the critical elements of the online marketing of agricultural products, and how configuration effective impact the online marketing performance. The results show that: (1) NCA's results show that a single online marketing dimension cannot constitute the necessary conditions for producing high marketing performance of agricultural products, but e-commerce broadcasting, visual effects and government cooperation play an obvious role in improving marketing performance. (2) online marketing performance is influenced by the interaction of various strategies, and no single factor has a significant effect on it. (3) a good online marketing performance configuration path is divided into four, namely "the government cooperation--e-commerce broadcasting" domination; "the government cooperation--visual effects--e-commerce broadcasting" leading; "customer relationship--the government cooperation--visual effects--e-commerce broadcasting" leading; "platform number--visual effects--e-commerce broadcasting" leading. (4) There are four driving paths with no-good online marketing performance, and there is a causal asymmetric relationship of the driving paths with good online marketing performance. This study provides management enlightenment for agricultural operators on how to effectively improve the performance of online marketing, help operators to solve practical problems, and facilitate the development of agricultural e-commerce. [ABSTRACT FROM AUTHOR]

Blind-box consumption, a phenomenon sweeping through the retail market in China, is the process of buying an unlabelled box containing assorted and random novelty gifts from different retailers. Despite the intensity of its emergence, the extent of research on the phenomenon from a marketing perspective has been scarce. This paper identifies factors likely influencing Chinese consumers participating in blend-box consumption. These factors include brand familiarity emotional value and speculative potential. Conceptual issues discussed include the role of emotions and cognition as forces underpinning shopping behavior. The paper also highlights the marketing strategy features that have successfully driven the blend-box consumption experience. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to examine how evolutionary and ecological forces shape the market strategy and performance of firms after their organizational form was changed by exogenous shock. Design/methodology/approach: Hypotheses are developed based on both evolutionary and ecological perspectives and tested using fixed effect logistics models and a sample of 3,110 firms that were privatized during 1998–2007. Findings: I find that once the organizational form of firms is changed, the market strategy of organizations is shaped by the population density of their old and new organizational forms in their existing market. Moreover, such a market strategy enhances the survival chance of firms. Originality/value: This study contributes to organizational evolution literature by unpacking the evolution process when exogeneous shock to organizational form takes place. It advances both evolutionary economics and organization ecology theory through integrating them to understand the evolution process of organizations. This study also contributes to the privatization literature through examining the ecological forces that shape the restructuring strategy of firms after privatization and the performance implications of such restructuring. [ABSTRACT FROM AUTHOR]

This paper uses the Difference-in-Differences method to test the impact of the promulgation of Green Credit Guidelines, a market-oriented environmental regulation, on the enterprise market expansion strategy, based on the panel data of Chinese A-share listed companies from 2008 to 2015. We find that the promulgation of Green Credit Guidelines significantly inhibited the market expansion strategy of high pollution enterprises. Two channels through which the Green Credit Guidelines affect the market expansion strategies of high polluters are increasing the cost of financing and promoting green R&D. Heterogeneity analysis finds that the impact of Green Credit Guidelines on the market expansion of highly polluting enterprises is more significant in non-state-owned enterprises and enterprises without equity incentive. Further analysis shows that the promulgation of Green Credit Guidelines damages the corporate image and profitability of high polluting enterprises, but it doesn't increase the risk of high polluting enterprises. The results of this research could help relevant government departments to formulate practical environmental regulations and promote sustainable economic development. [ABSTRACT FROM AUTHOR]

In the continuous development of Chinese enterprises, the ability to use reasonable and scientific marketing strategies is directly related to the economic benefits and social development of the whole enterprise and even society. This paper explains the importance of standardized enterprise marketing strategies based on machine learning, and on the basis of grasping the characteristics of large capacity, variety, fast flow, and high value of big data, this paper outlines and analyzes the problems that generally exist in China's enterprises in machine learning-based marketing, so as to provide improvement ideas for measures to improve enterprise marketing and provide benchmarks for enterprise promotion, in order to achieve a market economy based on machine learning, maximize the overall benefits, and achieve healthy development. [ABSTRACT FROM AUTHOR]

Ecological environment quality is increasingly becoming a critical priority in measuring the sustainable development of modern cities. Reflecting on the reality of contemporary urban development, we create a structural equation model with city image and ecological quality as the antecedents of sustainable urban development, reflect on and expand the existing models of sustainable urban development, and further explore the mechanisms of various urban marketing factors on the shaping of city image. The study found that the continuous improvement of city marketing assets contributes to the process of shaping sustainable city branding. City image has a direct and significant positive impact on city recognition, city reputation, and perceived quality. Ecological environment quality also has a direct effect on city recognition and no direct effect on perceived quality or city reputation. However, ecological environment quality can affect city's reputation by acting on perceived quality through city recognition and then enhance the competitiveness of city sustainable development. The case practice of shaping a city's image by ecological environment quality illustrates the pragmatic return of humanism in contemporary urban development. While the halo effect of city image still exists, a good city reputation becomes another important influence on perceived quality and sustainability. This study facilitates the development of urban sustainable development theory and the extension of urban branding innovation theory, which will promote international dialogue in the field of urban eco-environment in China. [ABSTRACT FROM AUTHOR]

At present, China's tourism market is huge, and traditional hotel accommodation is not popular with young people, and homestays are just in line with young people's yearning. And most of the current push methods are determined by consumption on large platforms such as Ctrip, which not conforms to the recommendation method of homestays, so it aims at personalized marketing research for homestays. In this paper, the multi-information fusion sensor network is used to push B&B hotels in tourist areas to achieve B&B hotel marketing and maximize profits. Using the multi-information fusion sensor network to carry out personalized platform design, platform users can easily and quickly search for the homestay they want and can realize the automatic push function to achieve the rationality of marketing. The experimental results in this paper found that the average relative speedup increased from 1.9 to 17.7 for the execution of the scoring-oriented algorithm in the algorithm compared to a single computer. Performing the sort-oriented algorithm in the algorithm, the average relative speedup increased from 1.9 to 18.8. It can illustrate the effectiveness of the design system in this paper, and the software can carry out personalized marketing for homestays. [ABSTRACT FROM AUTHOR]

Unprecedentedly impacted by COVID-19, tourism enterprises are pushed to adopt new strategic management to cope with the changes in tourists’ consumer perception for sustainable development, such as corporate and compete simultaneously with their competitors. Our study aims to investigate the intermediate role of coopetition, including the three dimensions of resource similarity, market commonality, and willingness to cooperate in the marketing and performance relationships. Primary data on 360 observers were collected via questionnaire distribution to theme park managers in China with 85.3% accuracy in response rate. Structural equation modeling (SEM) was used to verify the intermediate effect of coopetition on marketing performance in tourism enterprises. The results of SEM indicate (1) the intermediate role of tourism coopetition, including the three dimensions existing in the relationship between tourism marketing and performance, (2) more significant positive impact on non-financial performance than that on financial performance, and (3) the mechanism of implementing coopetition. This study gives supportive evidence for tourism enterprises to implement coopetition and highlights the implications for appropriately developing coopetition strategies and tactics to achieve the synergy effect for the individual enterprises and the spillover effect for the destination regarding policy-making, mindset, and partner selection. [ABSTRACT FROM AUTHOR]

China has a thousand years of cultural heritage, and its famous paintings and calligraphy works are all representatives of the works of art. Calligraphy and painting have changed from works of art to commodities. This is undoubtedly caused by the changes of the times and society. Calligraphy and painting have gradually formed in this process. The most basic feature that distinguishes the market from other markets is the difference in marketing strategies. Aiming at the current problems in the online marketing of Chinese paintings and calligraphy works, a marketing strategy for Chinese paintings and calligraphy works based on wireless communication network resources is proposed. In view of the lack of accurate analysis of the current Chinese painting and calligraphy and artwork marketing and the uneven quality of the artwork, the above-mentioned problems can be improved through the allocation of wireless communication network resources. The experimental results show that the scope of dissemination of Chinese paintings and calligraphy works using this marketing strategy is wider, and the marketing transaction rate and profit are greater. [ABSTRACT FROM AUTHOR]

The purpose of this research is to analyze the influence of marketing strategies on farmers' catastrophe insurance preferences and willingness to pay (WTP) in rural areas in China. A choice experiment was conducted with 234 rural households in Jiangsu Province, China. A mixed logit model is used. The results show that marketing strategies significantly affect farmers' preferences and willingness to pay for catastrophe insurance. Farmers prefer village cadres' marketing, and their willingness to pay is 11.62 yuan/mu higher than that of insurance companies. In addition, the deductible rate has the greatest impact on farmers' demand for catastrophe insurance and willingness to pay. When the deductible rate is increased, farmers' willingness to pay is reduced. Farmers' preferences are heterogeneous. Females, older farmers, families with fewer members, farmers who rarely pay attention to weather forecasts and have less knowledge of catastrophe insurance prefer village cadre marketing. In the promotion of catastrophe insurance, local government should cooperate with insurance companies. [ABSTRACT FROM AUTHOR]

The design of an effective brand story has become a key issue in marketing strategies. This study aims to explore what kinds of brand stories (underdog or top dog) individuals prefer from the perspective of the level of self-construal and the need for uniqueness. In this study, a questionnaire survey was used to collect data from China. One-way analysis of variance and bootstrapping via the Process plug-in were adopted to test the hypotheses. This study confirms that individuals with independent self-construal have a higher need for uniqueness and prefer underdog brand stories, while individuals with interdependent self-construal have a lower need for uniqueness and prefer the top dog brand story. This paper promotes theoretical research in the fields of self-construal, the need for uniqueness, and brand stories, and provides rich theoretical support for enterprises in designing and adjusting brand stories. Implications, limitations and future studies are discussed. [ABSTRACT FROM AUTHOR]

With the rapid development of the live streaming industry in China, live streaming E-commerce is a new form of business in the new media era. The reason for the remarkable results is inseparable from the live streamers and their teams' efforts. With the rise of a large number of live streaming platforms, the scale of live streaming groups is continuing to expand. While its rapid expansion has brought huge economic benefits, the live streaming industry is also facing much chaos caused by uneven quality and lack of supervision. Related issues such as traffic fraud and difficulty in safeguarding rights have also emerged endlessly, damaging and affecting consumers' legitimate rights and consumption experience. The purposes of this paper are to explore the live streamer's marketing strategies through live streaming E-commerce in China, analyze the problems of "Internet celebrity" through live streaming, and try to put forward corresponding suggestions for sustainable development combined with the characteristics of current e-commerce live streaming situation. This study adopts descriptive and explanatory research design and adopts the case analysis method takes Streamer Xin Youzhi as the research object. The empirical data collection mainly adopts the methods of existing data and online observation. The research results and findings will provide meaningful insights for the future development of live streaming E-commerce. [ABSTRACT FROM AUTHOR]

This teaching case focuses on the national and international expansion of IGT Motors, a Brazilian company operating in the market for twenty years that has moved most of its production to China since 2010. Nearly after the company started searching for new markets abroad and adapted its internal and communication processes to comply with other countries' preferences and regulations, the outbreak of the COVID-19 pandemic led top management to rethink its production and marketing strategies, specifically hit by involving China, country of origin of the virus. The case is about how small companies in the midst of a global expansion can deal with unexpected scenarios and emerging crisis, engaging students to reflect upon the initiatives that might be taken to overcome issues such as consumer animosity, but also to make the company less susceptible to similar situations in the future. [ABSTRACT FROM AUTHOR]

Purpose: The paper aims to investigate the new market entry strategy of the international grocery retailers Aldi Süd and Costco in China; analyzing if and how their prior-online market entry reflects a strategic response to organizational challenges in the Chinese market, which is a pioneer in the use of digital technologies and the provision of digital services. Design/methodology/approach: The article identifies major challenges faced by international grocery retailers in China and discusses these with the help of the conceptual approach of embeddedness. The paper is based on expert interviews with senior executives of the two international retailers and other retail specialists and consultants. Findings: The prior-online market entry by Aldi Süd and Costco represents a strategic response to organizational challenges that have to be faced in an increasingly challenging and highly digitalized Chinese market. Prior-online market entry allows the two retailers to experiment with the unique and heterogeneous Chinese market and build network and territorial embeddedness to facilitate the establishment of the physical store network. Both retailers utilize online stores to build relation and network with suppliers and customers and to understand Chinese consumer preferences. Yet, the localization strategy of Aldi Süd and Costco vary greatly. Originality/value: Grocery retailers' prior-online expansion strategy has not yet been the focus of academic research. In regard to global grocery retailers, such as Aldi Süd and Costco, previous research argued that they were prepared to accept a lower expansion speed in order to expand at minimum risk and cost and mainly in countries which are regarded as having higher cultural proximity. The paper reveals the potential of the prior-online market entry strategy to change the internationalization behavior of grocery retailers. In addition, it contributes to the understanding of the evolution of market entry strategy into advanced digital economies in the coming new decade. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this study is to develop a better understanding of how relational embeddedness offers marketing channel partners both benefits and hazards. The nonlinear effect of relational embeddedness on channel opportunism is investigated. Influence strategies (i.e. coercive and noncoercive influence) are also examined as mediators of this nonlinear effect. Design/methodology/approach: Survey data are gathered from a sample of 149 manufacturers in China. The hypotheses are tested through regression analysis. Findings: The results support the hypothesis that relational embeddedness has a U-shaped effect on opportunism, and that this relationship can be mediated through noncoercive influence strategies. The results also indicate that coercive influence has an inverted U-shaped effect and noncoercive influence has a U-shaped effect on opportunism. Research limitations/implications: This research serves as a launching point for further investigations into the "black box" of the double-edged effects of relational embeddedness. Other channel behavior constructs can be explored in future studies. Practical implications: Firms should be aware of the benefits and pitfalls associated with relational embeddedness in marketing channels. They should be alert to using influence strategies when managing channel opportunism. Originality/value: This study addresses the dilemma of embeddedness in marketing channel relationships and reveals its causes and mechanisms by exploring the mediating effects of influence strategies. [ABSTRACT FROM AUTHOR]

At present, Chinaʼs retail industry has been completely opened to the outside world, and it is exactly the same. The retail industry has become one of Chinaʼs most market-oriented and competitive industries. At the same time, the changes in consumer demand are becoming more and more diversified. In order to meet the diversified and personalized needs of consumers, retail companies must continue to increase investment in services, management, marketing, and branding. This paper combines virtual technology and 5G mobile communication technology to design and realize a set of 3D virtual fitting system. According to peopleʼs fitting needs, the research is carried out from two aspects: clothing style and body type matching degree and clothing fabric drape. In the comparison of body shape test results with conventional body shape judgment experience, the correct rate of the virtual fitting systemʼs body shape judgment was 86%, and the error rate was 14%. In the comparison of online shopping data of consumers on different communication networks, it was found that the speed of different networks is different. The shopping experience has a relatively large impact. As a newly developed network mobile communication technology, 5Gʼs ultra-high speed advantage has a great impact on the consumer experience; in the analysis and comparison of the traditional operation mode and the combination of online and offline operation modes, it is concluded that the traditional marketing model is far from meeting peopleʼs current life needs, and new retail is catering to the consumer needs of people in the new era. [ABSTRACT FROM AUTHOR]

Western retailers find alignment with consumers in Greater China challenging. Managers struggle to understand local retail values, especially where quantitative marketing research obfuscates meanings behind overly simplified constructs - lacking richness that is key to alignment. As researchers embedded in a distant indigenous culture, we use an interpretive research design, drawing on longitudinal data collected over a six-year period, to reveal multiple lenses of local realities, giving a perspective on international retailers' misalignment. The multimethod approach integrates ethnography, interviews, participant observations, videography and extended data in podcasts. We show how everyday products can be purely functional (global) at one time but embedded with symbolic meaning (local) at another, thereby confounding international retailers and researchers. Managers and researchers tend to reduce the legitimacy of meanings that differ from the values and beliefs of their existing (home/local) paradigm. We present a conceptual model that clarifies the marketing metaphor of 'alignment' for retailers targeting Far East Asian markets. [ABSTRACT FROM AUTHOR]

With the popularity of the sharing economy, ride-hailing services have greatly affected people's travel and become a new travel mode for urban residents. However, the lack of effective industry regulation has resulted in serious operational problems and growing difficulties in the furthering development of ride-hailing services in China. Therefore, it is necessary to study the regulation strategies of multiple subjects involved in ride-hailing industry. Based on evolutionary game theory, the paper establishes the tripartite evolution game model about regulation strategies of ride-hailing industry. The theoretical research and simulation results show that the evolutionarily stable strategy of a single subject (Transportation Network Company, driver or passenger) is affected by the strategies of other two subjects together. Moreover, when making the decision, the Transportation Network Companies (TNCs) need to consider the difference between benefits and costs, user scale, incentives and penalties from the government. Drivers need to consider their benefits and costs, travel user scale and penalties from the government and the TNCs. Besides, the benefits and costs, and the harmony of ride-hailing industry need to be considered for passengers. Potential policy implications are proposed. [ABSTRACT FROM AUTHOR]

Firms operating in emerging economies must make appropriate marketing strategy choices to address the idiosyncratic challenges of rapid changes and institutional voids. The authors investigate when various types of marketing strategies work by examining the effects of both pure and dual strategies on financial performance for domestic versus foreign firms and across different market concentration levels in China's emerging economy. According to a survey of 249 firms, the effectiveness of specific strategy choices varies depending on domesticity and the level of market concentration. In particular, the impacts of both cost and dual strategies on financial performance are stronger for foreign firms than for domestic firms. Although cost-leadership and dual strategies are less effective in less concentrated markets than in more concentrated ones, the effect of a differentiation strategy is stronger when the level of market concentration is low rather than high. [ABSTRACT FROM AUTHOR]

Guanxi refers to the durable social connections and networks a firm uses to exchange favors for organizational purposes. This study examines how and when guanxi operates as a governance mechanism that influences firm marketing competence and performance in the transitional economy of China. Drawing on social capital theory, the authors propose an integrative framework that unbundles the benefits and risks of guanxi and delineates the organizational processes to internalize guanxi as a corporate core competence. The authors surveyed senior executives in 282 firms in China's consumer products industries. The findings confirm guanxi's direct effects on market performance and its indirect effects mediated through channel capability and responsive capability. The authors also confirm that technological turbulence and competition intensity can be effective structure-loosening forces, thus reducing the governance effects of guanxi. The findings suggest that firms can improve market access and growth through guanxi networks, but managers need to capitalize on them from the personal to the corporate level. In addition, managers should be aware of guanxi's dark sides, which include reciprocal obligations and collective blindness. This study shows that personal networks are popular universally, but in China, they have unique, distinct ways of operation. [ABSTRACT FROM AUTHOR]

China and India are the fastest-growing major markets in the world and the most popular markets for foreign entrants. However, no study has examined the success or failure of these entries. Using a new definition of success and a uniquely compiled archival database, the authors analyze whether and why firms that entered China and India succeeded or failed. The most important findings are rather counterintuitive: Smaller firms are more successful than larger firms, and firms entering more open emerging markets have less success. Other findings are that success is greater with earlier entry, greater control of entry mode, and shorter cultural and economic distances between the home and the host countries. Importantly, with or without control for these drivers, firms have less success in India than in China. The authors discuss the reasons for and implications of these findings. [ABSTRACT FROM AUTHOR]

The article introduces a conceptual framework of internationalization processes and provides case study-based empirical insights. The aim is to analyze combinations of internationalization strategies and modes that automotive suppliers expanding into China have chosen and their evolution paths over time. In addition, the authors identify parameters that may explain why foreign entrants change their internationalization strategies and modes over time. [ABSTRACT FROM AUTHOR]

This study examines how economic ideology and industry type moderate the impacts of market orientation and relationship marketing orientation on business performance. The authors collected data through a survey of firms in both Mainland China and Hong Kong. They selected these two economies because they have similarities in cultural dimensions and differences in economic dimensions. The authors find support for the moderating effect of economic ideology and industry type on the link among market orientation, relationship marketing orientation, and business performance. [ABSTRACT FROM AUTHOR]

Drawing on the findings of previous theoretical and empirical studies, this study proposes two frameworks for examining standardization strategies in home--host and intermarket scenarios. For the first time, internal and external factors, extent of standardization, program and process, performance, and home-host/intermarket scenarios are included in one study. In its examination of the proposed research frameworks, the study relies on the experiences of 146 Australian and New Zealand firms operating in the Greater China markets. Factors identified as significantly related to the selection of standardized marketing strategies in the home-host scenario include product type, consumer behavior, marketing infrastructure, political environment, and firm size. Factors suggested by the multivariate regression analysis as significantly related to standardized strategies in the intermarket scenario are product type, international business experience, competitive environment, political and legal aspects, and firm size. For the first time, it is suggested that the standardization of distribution and product strategies has an effect on firm performance in the intermarket scenario. [ABSTRACT FROM AUTHOR]

In the People's Republic of China (PRO), consumers have recently shown a tendency to shift away from foreign products in preference for local offerings. Some commentators have speculated that this new market phenomenon is a result of government intervention, consumer ethnocentrism, and improvement in the quality of local products. In this study, the authors offer an alternative reason, which pertains to the fading symbolic value of foreign products in the PRC market. To provide support for their argument, Zhou and Hui present the results of a study of Chinese consumption behaviors involving a foreign, inconspicuous product item (Canadian pork sausage). By using such a privately consumed item, the authors attempt to demonstrate that symbolic benefits (such as modernity, prestige, and associations with foreign lifestyles) constitute one of the primary motivating forces of PRC consumers' purchases of products of nonlocal origin, including products that may not be commonly regarded as conspicuous. The results challenge the conventional wisdom that improvement in the quality of local products is the main cause of the decreasing competitiveness of foreign products in the PRC. The authors also discuss implications for global marketers with respect to market adaptation and positioning strategies in the PRC. [ABSTRACT FROM AUTHOR]

In traditional Chinese superstition, the numerical digit 8 is associated with prosperity and good luck and the digit 4 is associated with death. An examination of the price endings used in a sample of Chinese price advertisements indicates a distinct tendency to favor the digit 8 and to avoid the digit 4. These results constitute evidence of the role of superstition in the Chinese marketplace and provide guidance for setting prices in this increasingly important market. [ABSTRACT FROM AUTHOR]

The authors attempt to identify the types of marketing strategies that Korean marketers employ in China and investigate the strategies' relationships with market performance. The authors expect Korean marketing strategies in China to differ from those of Western multinational corporations. Data were collected from surveys of managers of 86 Korean firms. The results identify four groups of firms with distinctive marketing strategies, including firms pursuing a localization strategy, those emphasizing product competitiveness, those pursuing a medium price-quality positioning strategy, and those passively selling quality products at high prices. In addition, the analysis suggests that Korean firms emphasizing product competitiveness have superior market performance, whereas firms pursuing localization show poor performance. Conversely, Korean firms pursuing the medium price--quality positioning strategy with an emphasis on value for money exhibit moderately good performance. Finally, the authors also discuss managerial implications pertaining to appropriate marketing strategies and tactics for Korean marketers. [ABSTRACT FROM AUTHOR]

The Chinese market's attractiveness to international marketers has recently received a significant boost as a result of the country's admission into the World Trade Organization. Membership in the World Trade Organization requires trade barriers to be reduced and new sectors of the economy to be opened to foreign firms according to a predesignated timetable, which in turn will make this most populous country a promising market for marketers. Despite these positive developments, acquiring reliable information and, in particular, the understanding of the market presents big challenges to the development of a viable Chinese marketing strategy. In this article, the authors explore barriers to information acquisition in China and focus on the need to understand crucial dimensions of the operating environment with respect to internal protectionism, relationship development, the diversity of the market, and competitive contexts. [ABSTRACT FROM AUTHOR]

The authors investigate the brand name standardization/adaptation strategies used by consumer goods Fortune-500 companies in China and Hong Kong. The authors compare English brand names with Chinese brand names on several dimensions. The vast majority of firms localize their brand names, and transliteration of the brand name is the strategy used most often. Firms also appear to be successful in avoiding unfortunate brand name mistakes and add features to the brand names, such as cultural symbols, additional product benefits, and more positive connotations, when localizing the brand name for the Chinese market. [ABSTRACT FROM AUTHOR]

The authors examine how firms adapt different components of their marketing strategies in foreign markets compared with their domestic market and how such adaptation decisions influence the firms' competitive positions and performance in foreign markets. The authors conceptualize that adaptation of a marketing-mix component is a purposeful process that is influenced by a firm's past adaptation strategy, and they investigate the importance of that marketing-mix component to the firm's success. The authors propose that the adaptation process helps define a firm's competitive advantage, which in turn affects its performance in the foreign market. The authors develop hypotheses and propositions and test them with a sample of 183 export firms in Hong Kong. [ABSTRACT FROM AUTHOR]

This research examines the linkages among relationship commitment, cross-cultural adaptation, relational norms, and international joint venture (IJV) interaction frequency. It explores the value of interaction frequency as a performance measure in IJV research and the role of relationship commitment as a key predictor. Cross-cultural adaptation and relational norms are introduced into the commitment—interaction chain because they may reduce cultural dissimilarity and enhance bilateralism, which in turn may promote ongoing interaction. The model is tested empirically using LISREL on U.S.—Chinese IJVs. The results show that relationship commitment positively predicts IJV interaction frequency and cross-cultural adaptation. Although other hypothesized associations are not found, the results provide important practical implications for international marketers. [ABSTRACT FROM AUTHOR]

This article examines the use of mobile apps and the model of cross-regional communication in the app markets of Greater China and explores the influence of policy, capital, and culture on the mobile app consumption. The cross-regional degree (CRD) of mobile apps is used to measure the circulation of apps in different markets and to identify mobile apps and app producers capable of achieving cross-regional commercial success and of gaining market recognition in Greater China. The final samples include 1,124 mobile apps that ranked among the top 500 in at least two markets. The apps were coded according to market platform, firm age, price, producer listing status, producer location, app genre, and CRD. The consumption of apps in these markets is significantly influenced by policies, company capital, and local cultural tastes. Moreover, mainland China is isolated from other Greater China regions in terms of the app market. Compared with app producers in Hong Kong, Macau, and Taiwan, app producers in mainland China should consider more marketing strategies targeting audiences in other regions. [ABSTRACT FROM AUTHOR]

During China's rapid transition from a planned to a market economy, a major issue that has not been adequately addressed is "What determines a firm's performance?'" This study proposes on institutional and environmental approach to evaluate how a firm performs in this dynamic transitional economy. Using a data set containing China's entire industrial market, this study finds that a firm's performance is shaped by its institutional characteristics and its environment, along with other strategic factors such as its market share. A surprising or performance of the so-called "collectively owned' enterprises. The article not only explores the theoretical relationship between firm performance and institutional and environmental factors in transitional economies, but also is helpful for managers in developing such marketing strategies as market assessment, entry strategy, or partner selection. [ABSTRACT FROM AUTHOR]

Should the focus of a brand-extension strategy be on product-category related factors (e.g., the fit between the extension and the core product) or should consumers" attention be drawn to characteristics of the company providing the extension (e.g., company size)? Examining this issue experimentally in Hong Kong and in the United States with samples of students and working professionals, we find that for U.S. consumers, perceived fit is much more important than company size; for Hong Kong consumers, company size does not matter for high fit extensions, but does matter for low fit extensions. We suggest the value of collectivism may explain the relative higher importance of corporate identity for East Asian consumers. East Asian consumers rely on companies as interdependent, collective societal entities to reduce the risk of a low fit extension, whereas U.S. consumers--as individualists--place higher importance on their own judgment regarding the product fit rather than cues such as company size. [ABSTRACT FROM AUTHOR]

Food and beverage marketing contributes to poor dietary choices among adults and children. As consumers spend more time on the Internet, food and beverage companies have increased their online marketing efforts. Studies have shown food companies' online promotions use a variety of marketing techniques to promote mostly energy-dense, nutrient-poor products, but no studies have compared the online marketing techniques and nutritional quality of products promoted on food companies' international websites. For this descriptive study, we developed a qualitative codebook to catalogue the marketing themes used on 18 international corporate websites associated with the world's three largest fast food and beverage companies (i.e. Coca-Cola, McDonald's, Kentucky Fried Chicken). Nutritional quality of foods featured on those websites was evaluated based on quantitative Nutrient Profile Index scores and food category (e.g. fried, fresh). Beverages were sorted into categories based on added sugar content. We report descriptive statistics to compare the marketing techniques and nutritional quality of products featured on the company websites for the food and beverage company websites in two high-income countries (HICs), Germany and the United States, two upper-middle-income countries (UMICs), China and Mexico, and two lower-middle-income countries (LMICs), India and the Philippines. Of the 406 screenshots captured from company websites, 67·8% depicted a food or beverage product. HICs' websites promoted diet food or beverage products/healthier alternatives (e.g. baked chicken sandwich) significantly more often on their pages (25%), compared to LMICs (14·5%). Coca-Cola featured diet products significantly more frequently on HIC websites compared to LMIC websites. Charities were featured more often on webpages in LMICs (15·4%) compared to UMICs (2·6%) and HICs (2·3%). This study demonstrates that companies showcase healthier products in wealthier countries and advertise their philanthropic activities in lower income countries, which is concerning given the negative effect of nutrition transition (double burden of overnutrition and undernutrition) on burden of non-communicable diseases and obesity in lower income countries. [ABSTRACT FROM AUTHOR]

After entering the 21st century, the economic and scientific and technological levels of China show a tendency of rapid rise. On account of it, medical level is also developing, and the requirements for medical institutes and equipments have become stricter. In recent years, the medical facility market in China is facing a complicated environment, and many traditional medical facilities have been gradually replaced. Medical marketing plays a crucial role in improving the position of Chinese medical facilities in the industry. In the perspective of the current new environment, this study investigated the marketing strategies of Chinese medical facilities, aiming to provide a reference for their positive development in the new environment. [ABSTRACT FROM AUTHOR]

The objective of this paper is to examine how a firm’s participation in government export promotion programs (EPPs) may lead to a better export performance. Based on dynamic capabilities perspective, a mediated moderation model of EPPs on export performance was proposed and tested in Chinese manufacturing SMEs. The results show marketing implementation capabilities mediate the effect of information-related programs on export performance, and the financial aid-related EPPs moderate the process. The results contribute to the studies relating EPPs and export performance, as the results confirm the instrumental role of EPPs in enhancing export performance and examine the interplay between different types of EPPs. This study provides a guideline for managers as to how they can benefit from government EPPs. The findings also imply that policy makers should develop EPPs with a specific emphasis rather than a general goal of export performance. This study develops new insights on how export ventures exploit EPPs to develop useful capabilities. Also, the study expands current thinking on exporting by recognizing that different types of EPPs affect exporting. [ABSTRACT FROM PUBLISHER]

Private investors have been encouraged to participate in the development and operation of urban rail projects in China through Public-Private Partnerships (PPPs), given the fact that subnational governments are suffering from urgent development demands and severe fiscal pressure. However, there is no formal assessment to determine the private involvement in a PPP project. This problem is particularly critical in the sector of urban rail, in which the huge investment cannot rely on the private sector alone. This study hence aimed to uncover and identify the influencing factors. Multiple research methods, including content analysis, case study and focus group discussion were adopted to achieve the research purpose. Seven types of influencing factors were identified, including project financial model, government fiscal commitment, risk allocation, public accountability, efficiency considerations, policy and regulations, and organisational marketing strategies. The findings add to the current knowledge base by uncovering the drivers behind private involvement in a PPP project. They are also beneficial for industry practitioners as a basis/ checklist to determine the private involvement. [ABSTRACT FROM AUTHOR]

In contemporary China, urban consumers often imagine that the unprepared foods produced in rural areas (often less developed and occupied by ethnic minorities) are pollution free, healthy, and environmentally friendly. During a recent culture-based development project in southwest China, villagers in several ethnic minority villages proposed that local foods could act as cultural resources for rural development. However, instead of highlighting the ethnic affiliation of their unprepared foods, villagers insisted on marketing their cuisines (cooked or prepared foods) under the new brand name of nongjiale ("farmers' joy"). My argument is that the ethnic titles of these minority groups have been closely associated with negative connotations and so-called "unusual cuisines" (yiwei). This association cannot be easily removed. It is already rooted in public discourse and present throughout historical documents. However, the rebranding of restaurants as nongjiale has brought local villagers a new, positive marketing strategy. In urban and mainstream Chinese cultural areas, nongjiale connotes that food is organic, nutritious, ecological, and part of a return to nature. [ABSTRACT FROM AUTHOR]