中国内地和香港的市场营销能力调查和制造业能力提升外文翻译.docVIP

外文翻译 原文 An investigation of marketing capabilities and upgrading performance of manufacturers in mainland China and Hong Kong Material Source: Journal of World Business (2009) 463–475 Author: Teck-Yong Eng a,*, J. Graham Spickett-Jones b,1 ABSTRACT Although Chinese manufacturers are considered as latecomers or followers in global commodity chains, they have also been experiencing rapid progress in upgrading performance from own equipment manufacturing (OEM), original design manufacturing (ODM) to own brand manufacturing (OBM). Current literature on the global commodity chain has focused primarily on economic conditions that help explain manufacture upgrade while giving limited attention to what marketing capabilities support and sustain firm competitiveness through upgrading. This article examines eight different marketing capabilities to assess influence on manufacture upgrade performance. A survey of electronics manufacturers in mainland China and Hong Kong shows the significance of individual marketing capabilities and implications of their interdependency for manufacture upgrade performance. In particular, product development, marketing communication and channel management capabilities are crucial for manufacture upgrade. The results also highlight the importance of selective marketing capability development and the potential of secondary support for the relationship between substantive and dynamic capabilities. Keywords: Manufacture upgrade, Marketing capabilities, OEM–ODM–OBM 1. Introduction The inexorable growth of China’s economy after a series of economic reforms post 1978 has primarily been supported by its manufacturing industry. The gradual process of economic liberation in attracting foreign investment was initiated through the Pearl River Delta region in the Guangdong province north border of Hong Kong (Berger Lester, 1997). This area has been the fastest growing economic region in mainland China and an economic gateway for Chinese manufacturers deali