An investigation of marketing capabilities and upgrading performance of manufacturers in mainland China and Hong Kong
An investigation of marketing capabilities and upgrading performance of manufacturers in mainland China and Hong Kong
Although Chinese manufacturers are considered as latecomers or followers in global commodity chains, they have also been experiencing rapid progress in upgrading performance from own equipment manufacturing (OEM), original design manufacturing (ODM) to own brand manufacturing (OBM). Current literature on the global commodity chain has focused primarily on economic conditions that help explain manufacture upgrade while giving limited attention to what marketing capabilities support and sustain firm competitiveness through upgrading. This article examines eight different marketing capabilities to assess influence on manufacture upgrade performance. A survey of electronics manufacturers in mainland China and Hong Kong shows the significance of individual marketing capabilities and implications of their interdependency for manufacture upgrade performance. In particular, product development, marketing communication and channel management capabilities are crucial for manufacture upgrade. The results also highlight the importance of selective marketing capability development and the potential of secondary support for the relationship between substantive and dynamic capabilities.
463-475
Eng, Teck-Yong
349165eb-272c-4a7a-93b4-e2416ed4a537
Spickett-Jones, J. Graham
34baddd7-eecb-4351-ad21-ae572273e6da
October 2009
Eng, Teck-Yong
349165eb-272c-4a7a-93b4-e2416ed4a537
Spickett-Jones, J. Graham
34baddd7-eecb-4351-ad21-ae572273e6da
Eng, Teck-Yong and Spickett-Jones, J. Graham
(2009)
An investigation of marketing capabilities and upgrading performance of manufacturers in mainland China and Hong Kong.
Journal of World Business, 44 (4), .
(doi:10.1016/j.jwb.2009.01.002).
Abstract
Although Chinese manufacturers are considered as latecomers or followers in global commodity chains, they have also been experiencing rapid progress in upgrading performance from own equipment manufacturing (OEM), original design manufacturing (ODM) to own brand manufacturing (OBM). Current literature on the global commodity chain has focused primarily on economic conditions that help explain manufacture upgrade while giving limited attention to what marketing capabilities support and sustain firm competitiveness through upgrading. This article examines eight different marketing capabilities to assess influence on manufacture upgrade performance. A survey of electronics manufacturers in mainland China and Hong Kong shows the significance of individual marketing capabilities and implications of their interdependency for manufacture upgrade performance. In particular, product development, marketing communication and channel management capabilities are crucial for manufacture upgrade. The results also highlight the importance of selective marketing capability development and the potential of secondary support for the relationship between substantive and dynamic capabilities.
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Published date: October 2009
Organisations:
Centre for Digital, Interactive & Data Driven Marketing
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Local EPrints ID: 391535
URI: http://eprints.soton.ac.uk/id/eprint/391535
ISSN: 1090-9516
PURE UUID: b26bde9c-b4c8-4a25-9492-680a28edccad
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Date deposited: 22 Apr 2016 14:02
Last modified: 14 Mar 2024 23:30
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Author:
Teck-Yong Eng
Author:
J. Graham Spickett-Jones
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