Exploring Chinese Firms” product positioning strategies in Emerging Markets:An Empirical Study
Evidently,globalization has brought many nations and businesses together into various transactions more than it used to be several decades before now.Accordingly,Chinese government continues to encourage its firms to embrace a go global business stance.Driven by the need to update the literature on this phenomenon,this study explores the Chinese firms” product positioning strategies in emerging markets,with a specific focus on Nigeria.The data for the study was gathered in two stages beginning with 27 exploratory in-depth interviews which complement the remaining 14 individual interviews teased from 7 in-depth cases.The study shows four key factors that encapsulate the positioning stance of Chinese firms in Nigeria namely,affordability,availability,maintainability,and unavoidability.The study shows further that the significant contribution of the existing bilateral agreements between the two nations and the comparative high prices of offerings from Western nations give the Chinese firms the edge in the marketplace and a robust competitive advantage in the Nigerian business environment.The implications of the study are discussed in the paper.
China Nigeria Product positioning Bilateral Trade Agreement Market receptiveness
Iwaloye Ojo Olukayode Ayantunji Gbadamosi Im Hong Kei
Macau University of Science and Technology School of Business Avenida Wai Long Taipa,Macau UEL Royal Docks Business School University of East London Docklands Campus 4-6 University Road Londo
国内会议
China Marketing International Conference 2017 (2017中国市场营销国际学术年会)
北京
英文
335-363
2017-07-14（万方平台首次上网日期，不代表论文的发表时间）