Product Stereotypes, Strategy and Performance Satisfaction: The Case of Chinese Exporters

Abstract

Does following a product strategy of price leadership result in superior performance satisfaction for Chinese exporters? Does branding products and targeting less developed countries significantly improve Chinese exporters' satisfaction with export performance? Results indicate performance satisfaction decreased when Chinese firms pursued price leadership product strategies. While performance satisfaction increased when Chinese exporters used a branding product strategy, branding products and targeting other less developed countries with these brands significantly increased performance satisfaction over branding alone.© 2002 JIBS. Journal of International Business Studies (2002) 33, 657–677