Ying Ho and Kam-hon Lee China is emerging as an economic giant no one can ignore. It is rapidly transforming itself from a centrally controlled economy into a market-based economy. The integration of China into the global economy has been among the most dramatic economic developments of recent decades (International Monetary Fund, 2004). China achieved annual GDP growth of 9.3 per cent in 2003 (World Bank, 2005). Its exports and imports have grown at an average rate of 15 per cent each year since 1979, compared with a 7 per cent annual expansion of world trade over the same period (International Monetary Fund, 2004). China’s strong economic growth, huge market potential, and low-cost labour force have attracted much foreign investment. In the past years, many international ﬁrms moved into the China market and achieved mixed business results. Nowadays, multinational corporations (MNCs) recognize that China’s marketing may not be the same as that in Western countries. China’s unique political, economic and social environments evoke much complexity in marketing activities. There is a clear need for marketing research to provide better understanding of the intricate marketing environment in China. In past decades, we witnessed a proliferation of China-related marketing research. Despite the large collection of literature available, there has not yet been a comprehensive review of existing work. This chapter attempts to review contemporary China marketing research, synthesize literature ﬁndings and identify future research directions. We searched through 36 English language, referred marketing and management journals, covering the period of 1986 to...
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