Chinese Manufacturing SME’s Transformation from Marketing Perspective : A case study of the marketing transformation in Jiangsu Lugang Science & Technology Co. Ltd

Abstract: This exploratory study investigated the marketing transformation of typical Chinese manufacturing SME in the changing environment during last decades. The authors empirically studied the marketing perception and practice of Jiangsu Lugang Science and Technology Co. Ltd during three strategic orientation periods. Earlier studies and models have been adapted to describe concrete changing marketing practice according to the context of Chinese manufacturing SMEs. Interviews were conducted from CEO and other employees within the sales department which in charge of the marketing activities of the company. Empirical findings are illustrated the situation that how a company's marketing performances were and how its performance nowadays. Significant differences have been found between the company’s different situations, completing the transformation model of SMEs from product and production orientation toward market orientation and brand orientation. Detailed transformation process is analyzed and implication for future research is discussed later.