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Marketing Channel Attitudes Of Chinese Business-To-Business Companies: An Empirical Buyer Behavior Study For U.S. Companies Marketing To Chinese B2b Customers, Jonathan Cooley

Doctor of Business Administration (DBA)

Attracted by the large, growing domestic economy in China, many U.S. companies have decided to enter China providing products and services in the business-to-consumer (B2C) and business-to-business (B2B) markets. Combined with traditional marketing channels, Internet marketing is rapidly evolving and becoming a critical strategic element in the marketing department’s tool chest. While much is written about B2C markets and consumer preferences, little of the literature addresses the B2B Chinese customers’ attitudes toward the disparate array of traditional and Internet marketing approaches. Even less addresses Chinese B2B purchasing agents’ receptivity to Western companies soliciting them as new customers. This research compares …