Marketing Competences and Strategic Flexibility in China

In the age of globalization, China presents a unique setting for organizations.

However, the uncertainties and ambiguities prevalent in the Chinese business environment, in particular in the area of marketing competences and strategic flexibility, are neither well understood nor effectively negotiated by the international investment community.

With examination of what is currently happening in terms of Chinese business, this book addresses Chinese business culture and its turbulent business environment.

In particular, it discusses how firms build and leverage distinctive competences, capabilities of organizational learning and strategic flexibility to achieve superior customer-focused performance in fast-moving environments.