China's regulated marketing mix: The role of the state administration Bureau for industry and commerce |
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Authors: | Fu Guoqun John Saunders |
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Affiliation: | 1. International Business Research Group , Loughborough University Business School , UK;2. Wuhan University Business School , China;3. International Business Research Group , Loughborough University Business School , Ashby Road, Loughborough, Leicestershire, LE11 3TU, UK |
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Abstract: | China is the most populous and the fastest growing major economy in the world. Although still a centralized economy, free enterprise and foreign investment is now encouraged. Many regulations have recently been introduced to control the new trade based economy. These are policed by the State Administration Bureau for Industry and Commerce, a huge bureaucracy with thousands of local offices. This paper reviews how it manages trade and particularly the marketing mix in China. The power of the local offices is discussed and a distinction drawn between “the rule of men” and “the rule of law”. It provides recommendations for trading in China. |
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