The first part of this research report considers the history of a newly evolving area in marketing, Strategic Marketing, with emphasis on the international context. Based on the literature review, developed. an International Strategic Marketing (ISM) Model is developed.
The second part concerns the application of the ISM model to the People's Republic of China(PRC). Before 197B, it was considered, comparatively, to be a non-marketing country. Because of China's present economic reform, a new interest in marketing is emerging. In applying the model, China is found having great trade and investment potential for Australian-based firms.
The report concludes that for Australian firms to be marketing successfully in China, cross-cultural understanding is very important.
The methodology used in the research report is that, first, discussions were held with Professors Ken Tucker and Geoffrey Kiel about the direction and contribution of the report. External assistance in finalizing the content of the report was sought from the China Trade Commissioner of the China Ambassy in Canberra, Sir Llewellyn Edwards, Chairman of Expo BB and three Ph-D students from China.
Secondly, searches were conducted of the business, social science and political science indexes for relevant current periodicals; the subject-category of books under the headings of China, strategy, marketing and international; and current periodicals and newspapers for raw data and updated news about the topic.
Thirdly, a questionnaire was prepared to conduct in-depth interviews on the strategic marketing of technology to the PRC. An initial list of contacts was provided by Professor Kiel. Further interview participants were chosen based on references provided by the respondents.
Contributions to the survey are many owe my thanks:
To the following people, I Andrew Brown(Solicitor), Andrew Brown & Associates.
Barry Howes«National Manager), Sealy of Australia.
Bruce Richardson(Manager), Hua Lian P/L.
Chris S. Cook(Secretary), Queensland-China Trade Advisory Committee.
C.L. Chiou(Lecturer), Government Relations, University of Queensland.
David Woodall (Director), Mintrade P/L, MIM Holdings Ltd.
Garry D. Leitch(Chairman), Australia-China Chamber of Commerce(Qld.).
Geoff Lill(Marketing Director), BHP-Utah Coal Ltd.
Huge Dunn(Professor), Modern-Asian Studies, University of Griffith.
John Craig(Premier Dept.), Trade and Investment Branch.
R.A. Cameron(Chief Executive Officer), Denison Resources N.L.
Scott M. Bell (Managing Director), Australian Freight Services Ltd.
The survey findings were assembled into an information base of relevance to ISM to China and are presented as a Handbook for easy reference.
The outcomes of the research report are that, first, an ISM model is developed and explained. Secondly, a demonstration is offered as to how to overcome cross-cultural problems in the strategic marketing of technology to the PRC. Thirdly, a Handbook of core-' strategies is developed.
I would like to take the opportunity to, especially thank my supervisor, Professor Ken Tucker. Without his helpful advice, this project would not have been possible.