Journal of International Business Studies

, Volume 33, Issue 4, pp 657–677 | Cite as

Product Stereotypes, Strategy and Performance Satisfaction: The Case of Chinese Exporters

  • Lance Eliot Brouthers
  • Kefeng Xu


Does following a product strategy of price leadership result in superior performance satisfaction for Chinese exporters? Does branding products and targeting less developed countries significantly improve Chinese exporters' satisfaction with export performance? Results indicate performance satisfaction decreased when Chinese firms pursued price leadership product strategies. While performance satisfaction increased when Chinese exporters used a branding product strategy, branding products and targeting other less developed countries with these brands significantly increased performance satisfaction over branding alone.


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Copyright information

© Academy of International Business 2002

Authors and Affiliations

  • Lance Eliot Brouthers
    • 1
  • Kefeng Xu
    • 2
  1. 1.University of Akron
  2. 2.University of Texas at San Antonio

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