<p>Aim: The aim is to explore the Chinese way of marketing activities in township enterprises by linking the formation and implementation of marketing strategies and tactics with the impacts of environmental factors and contextual conditions. Specifically, the aims are:</p><p>- Identify the managers’ perceptions of their marketing environments;</p><p>- Explore how their perceptions of the environments shape the formation and implementation of the marketing strategies and tactics;</p><p>- Explore how social cultural values influence the marketing activities at these enterprises,</p><p>Method: Fieldwork was conducted in the summer 2007, at three enterprises in Fujian province in southern China. In depth case analysis was employed in this study. Interview guides, designed to learn their experience through their own words were used.</p><p>Result and Conclusion: The research reveals that unique Chinese social and cultural values are deeply ingrained in the three township enterprises’ marketing practices. It also reveals that a competitor centred orientation, competitive advantages based on low cost labour and marketing expansion, and an innovative imitation strategy are some of the characteristics of marketing practices.</p><p>Suggestions for future research: One of the disadvantages of a case-based approach is that it may be difficult to achieve generalizability. This research is also limited as it is focused on the three enterprises whose products all fell into consumer goods. Future research could also combine both qualitative and quantitative aspects. Such as looking at data on profits, return on assets and revenue we could also look to see the correlation between performance and market orientation of these types of enterprises.</p><p>Contribution of the thesis: This research provides a reference frame for township enterprises to make their marketing decisions when they are involved in marketing circumstances similar to those presented in this research. Also, the findings may help global marketers to better understand township enterprises with whom they are competing or will compete in the Chinese market.</p>

Aim: The aim is to explore the Chinese way of marketing activities in township enterprises by linking the formation and implementation of marketing strategies and tactics with the impacts of environmental factors and contextual conditions. Specifically, the aims are: - Identify the managers’ perceptions of their marketing environments; - Explore how their perceptions of the environments shape the formation and implementation of the marketing strategies and tactics; - Explore how social cultural values influence the marketing activities at these enterprises, Method: Fieldwork was conducted in the summer 2007, at three enterprises in Fujian province in southern China. In depth case analysis was employed in this study. Interview guides, designed to learn their experience through their own words were used. Result and Conclusion: The research reveals that unique Chinese social and cultural values are deeply ingrained in the three township enterprises’ marketing practices. It also reveals that a competitor centred orientation, competitive advantages based on low cost labour and marketing expansion, and an innovative imitation strategy are some of the characteristics of marketing practices. Suggestions for future research: One of the disadvantages of a case-based approach is that it may be difficult to achieve generalizability. This research is also limited as it is focused on the three enterprises whose products all fell into consumer goods. Future research could also combine both qualitative and quantitative aspects. Such as looking at data on profits, return on assets and revenue we could also look to see the correlation between performance and market orientation of these types of enterprises. Contribution of the thesis: This research provides a reference frame for township enterprises to make their marketing decisions when they are involved in marketing circumstances similar to those presented in this research. Also, the findings may help global marketers to better understand township enterprises with whom they are competing or will compete in the Chinese market.

Chinese rural enterprises (REs) have continued to grow rapidly since the end of the 1970s, and today these enterprises account for half of China’s industrial output, up from nine per cent in 1978. As a market-oriented nonstate sector, the development of the REs has significantly contributed to both China’s impressive post-reform economic growth and its transition away from a centrally planned economy. This thesis focuses on examining the following important, yet poorly understood, issues of the development of Chinese REs: patterns of local government investment decision-making and impact of local government on the capital structure of the REs through its capital investment and its influence on the REs’ access to bank loans and on the extent to which outstanding payments of taxes and other dues to government serve as an informal credit in the total capital of REs. the phenomenon of soft budget constraints in the RE sector; how it is affected by local government ownership of REs, and what the major sources of budget softness are among local government investment, bank loans, informal credits such as inter-firm arrears, and payment of taxes. the nature and characteristics of transaction costs facing REs and how economic and institutional factors such as the level of economic development, degree of marketisation, the role of local government as well as informal institutions may have affected these costs. The empirical studies of this thesis are based on a set of detailed data from a survey of 630 REs which was undertaken in Sichuan and Zhejiang provinces in 1990. The results of these studies show that in many respects of their operation, REs – especially those owned by local governments – tend to follow rules of neither a planned nor a market system, but those of somewhat in between. / Diss. Stockholm : Handelshögsk.

Made available in DSpace on 2016-06-02T19:51:57Z (GMT). No. of bitstreams: 1 DissMCE.pdf: 563737 bytes, checksum: e296f231711e23c06f46bf020cc207e7 (MD5) Previous issue date: 2004-10-27 / The rural tourism arrived in Brazil in the middles of the decade of 1980, primarily for being a way to generate financial revenues complementary and supplementary, so necessary to help the weak financial situation of the rural production units, specially the small ones, deriving from many issues that limited the capacity of getting financial return from these properties. Until the middle of the 1990 s decade that activity stayed restricted to the south of the country, mainly the state of Santa Catarina, with a few of initiatives out of this region. The main question that originates this project is the establishment of a relation between the development of the rural tourism and the increasing of a higher sustainability of the units of rural production where the tourism is developed. That higher sustainability is a result of better environment achieved, the creation of jobs, besides the utilization of the new tools of management by the entrepreneurs, especially in planning. In spite of the countless differences between the rural production units, common traces were found between the companies and their managers, primarily the capacity of developing successful business based, in a general view, on the same premises. It emphasized the protection of the environment after the rural tourism started, checked by higher protection of the nascent (sources), ciliary forests, hills (mountains) and other formations, expansion of the natural cover vegetable area and the decreasing of negative impacts that could be deriving from the agriculture and cattle raising activities. In the economics dimension it is possible to examine with more clearness the benefits ot the activity, such as the extension of the UPR s revenues, the investments in infra structure and a big satisfaction with this activity, because of the increasing income and the minimizing of the problems faced during the typical seasonal period of the agriculture and cattle raising activity. Another verification was based on the extension of the management capacity of the entrepreneurs, making use of mechanisms such as projecting. On the social view, many positive aspects were verified, such as the rural culture, interchange with the visitors, as well as the involvement of the whole family in an activity that, before creating material resources, generates, on the exercise of hospitality, a great personal satisfaction, as well as an elevation on the self esteem and the pride. In this way, verifies that the implantation of the rural tourism, when well planned, makes the unity of rural production more sustainable, through developing better conditions related to the environment, promoting social inclusion, valorization of the local culture, generating extra revenues and new jobs. All these factors together convert to the real sustainability of the rural production unit, moreover helping to build sustainable communities. / O turismo rural surgiu no Brasil em meados da década de 1980, principalmente por ser uma forma de geração de receitas financeiras complementares e suplementares, tão necessárias às combalidas finanças das unidades de produção rural, em especial as de pequeno porte, como decorrência de uma série de fatores que acabavam por limitar a capacidade de retorno financeiro destas propriedades. Até meados da década de 1990 esta atividade ficou praticamente restrita a região sul do país, sobretudo o Estado de Santa Catarina, com poucas iniciativas fora desta região. Posteriormente ganhou uma nova dimensão, difundida por todo o país e com um número crescente de novas iniciativas. A questão básica que originou este trabalho é o estabelecimento de uma relação entre o desenvolvimento do turismo rural e o incremento de uma maior sustentabilidade das unidades de produção rural onde este se desenvolve. Esta maior sustentabilidade é reflexo das melhorias ambientais obtidas, geração de empregos e postos de trabalho, além do uso de novas ferramentas de gestão por parte dos empresários, em especial o planejamento. Apesar das inúmeras diferenças entre as unidades de produção rural, foram verificados traços comuns entre os empreendimentos e seus gestores, principalmente a capacidade de desenvolver negócios vencedores baseados, de um modo geral, nas mesmas premissas. Destaca-se a proteção ao meio ambiente após a implantação do turismo rural, verificada através de uma maior proteção de nascentes, matas ciliares, morros e outras formações, ampliação da área de cobertura vegetal natural e a diminuição dos impactos negativos que poderiam ser decorrência da atividade agrícola e pecuária. Na dimensão econômica é onde se pode verificar com mais clareza os benefícios da atividade, tais como a ampliação de receitas das UPR´s, os investimentos em infra-estrutura e uma grande satisfação com esta atividade, em função da maior geração de receitas e minimização dos problemas enfrentados com a sazonalidade típica da atividade agropecuária. Outra constatação residiu na ampliação da capacidade de gestão dos empresários, fazendo uso de mecanismos tais como o planejamento. No aspecto social foram verificados vários aspectos positivos, como a valorização da cultura rural, intercâmbio com os visitantes, bem como o envolvimento de toda a família em uma atividade que, antes de gerar recursos materiais, gera, no exercício da hospitalidade, uma grande satisfação pessoal, bem como a ampliação da auto-estima e do orgulho. Desta forma constatou-se que a implantação do turismo rural, quando devidamente planejada, torna a unidade de produção rural mais sustentável, através do incremento de melhorias relativas ao meioambiente, promoção da inclusão social, valorização da cultura local, geração de receitas extras e novos postos de trabalho. Todos estes fatores reunidos convergem para que realmente a unidade de produção rural seja mais sustentável, além de contribuir para a formação de comunidades sustentáveis.