The effect of practising the marketing concept philosophy on export performance in international markets : a study of exporting companies in China

This paper presents the findings of an exploratory study that seeks to identify (1) whether any of the exporting organizations in China have adopted the marketing concept or the societal marketing concept philosophies and (2) whether there are significant differences in the marketing philosophies pursued by exporting firms in the People’s Republic of China when they were successful in their product export ventures versus when they were unsuccessful.