A descriptive inventory study of recent China marketing research

Abstract

This paper surveys marketing research related to China. It focuses upon marketing journals whose scope covers marketing in Asia and China. One hundred articles selected from seven journals were reviewed and analyzed. The research discovered that academic articles on China marketing published in the last decade or so not only increased in number but also expanded in scope. Although most researchers were Chinese ethnically oriented, non-Chinese scholars and Chinese scholars jointly published a large number of articles (44%). Articles solely written by non-Chinese ethnically oriented scholars were relatively limited. Much research emanated from Hong Kong-based institutions. It is clear that since the role China plays in the world economy has become more important, and since the demand for China marketing research is increasing, current research cannot meet the needs of international business. Therefore, scholars both from China and from all over the world should do more research on China marketing.