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Market Knowledge Development of Indigenous Chinese Firms for Overseas Expansion: Insights from Marketing Ambidexterity Perspective

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Asian Businesses in a Turbulent Environment

Part of the book series: AIB Southeast Asia ((AIBSEAR))

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Abstract

International market turbulence and uncertainties have increasingly heightened the requirements for overseas market adaptation of indigenous Chinese firms. This chapter draws on the perspective of marketing ambidexterity and examines how market knowledge development of Chinese international enterprises impacts their market adaptation. By means of a questionnaire survey of 106 indigenous Chinese firms, the study presented found that the development of foreign market knowledge facilitates the improvement of both marketing exploration and exploitation, which in turn enhance firms’ marketing capabilities and foreign market adaptation. However, over-dependence on either marketing exploration or exploitation may negatively impact marketing capabilities and market adaptation. The results suggest that Chinese international enterprises need to balance their marketing exploration and exploitation activities so as to effectively improve their competitive positions.

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Author information

Authors and Affiliations

  1. Department of Marketing, Nankai University, Nankai, Tianjin, China

    Hui Xu & Yongchun Feng

  2. Goodman School of Business (GSB), Brock University, St. Catharines, ON, Canada

    Lianxi Zhou

Authors
  1. Hui Xu
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  2. Yongchun Feng
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  3. Lianxi Zhou
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Editor information

Editors and Affiliations

  1. Lingnan University, Hong Kong, Hong Kong

    T. S. Chan

  2. Lingnan University, Hong Kong, Hong Kong

    Geng Cui

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© 2016 Palgrave Macmillan, a division of Macmillan Publishers Limited

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Xu, H., Feng, Y., Zhou, L. (2016). Market Knowledge Development of Indigenous Chinese Firms for Overseas Expansion: Insights from Marketing Ambidexterity Perspective. In: Chan, T., Cui, G. (eds) Asian Businesses in a Turbulent Environment. AIB Southeast Asia. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-48887-9_6

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