Title: Opportunities and pitfalls of Chinese agricultural businesses to become international brands

Authors: Ram Herstein, Moti Zwilling, Eugene D. Jaffe

Addresses: Business School, Ruppin Academic Center, Emek Hefer 40250, Israel. ' Business School, Ruppin Academic Center, Emek Hefer 40250, Israel. ' Business School, Ruppin Academic Center, Emek Hefer 40250, Israel

Abstract: This study investigates the differences in implementing the five stages of the marketing concept by Chinese agricultural businesses with the aim to internationally brand their products. Interviews were held with 13 Chinese CEOs and marketing managers from different product groups. The results show a negative picture of Chinese organisations that attempt to implement the marketing concept. Of the five stages of the concept, only the fifth stage – controlling the marketing programme – was implemented in a positive way (by 77% of the organisations surveyed). This pioneering study provides useful knowledge for any agri-business firm in China and in other emerging country firms in order to improve their international marketing and branding capabilities.

Keywords: marketing concepts; China; agricultural products; emerging economies; global marketing; international brands; agribusiness.

DOI: 10.1504/IJCCM.2010.033736

International Journal of Chinese Culture and Management, 2010 Vol.3 No.1, pp.52 - 68

Available online: 29 Jun 2010 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article