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Strategic marketing practices and the performance of Chinese small and medium-sized enterprises (SMEs) in Taiwan

Author

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  • Wai-Sum Siu
  • Wenchang Fang
  • Tingling Lin
Abstract
This paper reports on a survey of the strategic marketing practices of 218 small and medium-sized enterprises (SMEs) in Taiwan. The survey's results indicate that while the higher performing Taiwanese SMEs give a higher priority to marketing than to other business functions in corporate planning, they are still sales- or production-oriented. The higher performing Taiwanese SMEs are more aware of strategic planning tools, but they make less use of them. They compete with value-added products and good buyer-seller relationships. The findings suggest that broad, small firm marketing principles, specifically generated from countries in the West, to some extent contribute to the success of Taiwanese SMEs. Interestingly, however, the specific marketing practices of these small firms are different from those of their Western counterparts. The research results provide additional evidence to support the theory that both Chinese cultural value orientations and mediating environmental factors play significant roles in shaping the attitudes and behaviour of Taiwanese owner-managers and, in turn, the marketing practices of Taiwanese SMEs.

Suggested Citation

  • Wai-Sum Siu & Wenchang Fang & Tingling Lin, 2004. "Strategic marketing practices and the performance of Chinese small and medium-sized enterprises (SMEs) in Taiwan," Entrepreneurship & Regional Development, Taylor & Francis Journals, vol. 16(2), pages 161-178, March.
    • Handle: RePEc:taf:entreg:v:16:y:2004:i:2:p:161-178
    DOI: 10.1080/08985620410001677862
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    Citations

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    Cited by:

    1. Shahram Azad & Hamed Hemmati, 2013. "Marketing Status in SMEs, Industrial versus Consumer Companies," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 9(3), pages 37-48, June.
    2. Siu, Wai-sum, 2008. "Yuan and marketing: The perception of Chinese owner-managers," Journal of World Business, Elsevier, vol. 43(4), pages 449-462, October.
    3. Irfan Amir & Farrah Arif, 2007. "The State of Marketing in Leading MNC’s and their Local Competitors in Pakistan : Findings of a Baseline Survey," Microeconomics Working Papers 22244, East Asian Bureau of Economic Research.
    4. Man Zhang & Patriya Tansuhaj & James McCullough, 2009. "International entrepreneurial capability: The measurement and a comparison between born global firms and traditional exporters in China," Journal of International Entrepreneurship, Springer, vol. 7(4), pages 292-322, December.
    5. Guo, Liang & Wei, Yinghong Susan & Sharma, Ruchi & Rong, Ke, 2017. "Investigating e-business models’ value retention for start-ups: The moderating role of venture capital investment intensity," International Journal of Production Economics, Elsevier, vol. 186(C), pages 33-45.
    6. Hossein Hakimpoor Author_Email: hhossein3@live.utm.my & Dr. Huam Hon Tat & Assoc Prof. Dr. Khairil Anuar Arshad, 2011. "Strategic Marketing Planning (Smp) And Smes’ Performance: The Moderating Effects Of Structural Dimensions Of Marketing Networks," 2nd International Conference on Business and Economic Research (2nd ICBER 2011) Proceeding 2011-219, Conference Master Resources.

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