Business Commons^™

Marketing Strategies That Chinese Business Leaders Use To Increase Sales Of Smartphones, Byron Edward Johns

Walden Dissertations and Doctoral Studies

Chinese smartphone manufacturing business leaders are experiencing difficulties associated with entering into the U.S. market, partly because of U.S. government concerns that the technology could be used by the Chinese government to gather intelligence. Grounded in Rogers’ diffusion of innovation theory, the purpose of this qualitative multiple case study was to explore marketing strategies Chinese smartphone marketing business leaders used to increase their smartphone sales in the United States. Data were collected from semistructured interviews and company documents from 3 Chinese smartphone marketing business leaders with successful experience in using marketing strategies to increase their smartphone sales in the United …