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An investigation of marketing capabilities and upgrading performance of manufacturers in mainland China and Hong Kong

Eng, Teck-Yong and Spickett-Jones, J Graham (2009) 'An investigation of marketing capabilities and upgrading performance of manufacturers in mainland China and Hong Kong.' Journal of World Business, 44 (4). pp. 463-475. ISSN 1090-9516

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Abstract

Although Chinese manufacturers are considered as latecomers or followers in global commodity chains, they have also been experiencing rapid progress in upgrading performance from own equipment manufacturing (OEM), original design manufacturing (ODM) to own brand manufacturing (OBM). Current literature on the global commodity chain has focused primarily on economic conditions that help explain manufacture upgrade while giving limited attention to what marketing capabilities support and sustain firm competitiveness through upgrading. This article examines eight different marketing capabilities to assess influence on manufacture upgrade performance. A survey of electronics manufacturers in mainland China and Hong Kong shows the significance of individual marketing capabilities and implications of their interdependency for manufacture upgrade performance. In particular, product development, marketing communication and channel management capabilities are crucial for manufacture upgrade. The results also highlight the importance of selective marketing capability development and the potential of secondary support for the relationship between substantive and dynamic capabilities.

Item Type: Article
Uncontrolled Keywords: Manufacture upgrade; Marketing capabilities; OEM–ODM–OBM
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Social Sciences > Essex Business School
Depositing User: Jim Jamieson
Date Deposited: 22 Nov 2012 14:39
Last Modified: 22 Nov 2012 14:39
URI: http://repository.essex.ac.uk/id/eprint/4301

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