Marketing Practices in Emerging Market Contexts: An Empirical Evaluation of Competing Conceptual Frameworks in China

摘要

Our results suggest strong support for HI which posits that cost leadership firms achieve better competitive performance when the emphasis is on 4A activities than on the 4P activities. The results for the impact of differentiation strategy on performance outcomes of marketing practices (H2) are consistent with expectations: differentiation strategy is significantly linked to all 4P activities and market share performance. By contrast, differentiation strategy is linked to only two of the 4A activities (acceptability and awareness generation) but neither affordability nor accessibility. It is worth noting that cost strategy is also linked to market share but not financial performance in both frameworks, implying partial support for H2.