Abstract
This paper examines Confucian values, a fundamental part of Chinese Culture, and the influence of these values on the export marketing strategy of Taiwanese computer firms. The findings indicate Confucian values affect virtually all aspects of export marketing strategy in the firms studied. Among the most influential of the Confucian values are differential rules based on status, an emphasis on flexibility, and the use of “appropriate speech,” all of which are interpreted in Confucianism to facilitate the maintenance of an harmonious society. Specific examples of how these values operate to affect strategy and marketing mix are provided.
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Hsieh, Y.J. (2015). Chinese Culture and its Influences on Export Marketing Strategy of Taiwanese Computer Firms. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_38
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DOI: https://doi.org/10.1007/978-3-319-13159-7_38
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