An investigation of marketing strategy, business environment and performance of construction SMEs in China

Abstract

The research investigates how construction SMEs in China competes for success via the use of marketing strategy
in the post-WTO era. The research integrates the environmental management perspective, strategic choice
approach and resourced-based view which have emerged in the literature related to marketing strategy. A
theoretical framework is developed to examine the relationship among marketing strategy, business environment
and performance of construction SMEs in China. The conceptual framework proposes that construction SMEs’
performance is critically dependent on three key constructs: competitive marketing strategy, relationship marketing
strategy and business environment. Based on data collected from construction SMEs in China, the empirical
findings of the study have confirmed the importance of marketing differentiation, innovation and Guanxi to achieve
their superior performance. Moreover, there is a negative relationship between competitive pressure and
construction SMEs’ performance. This research would contribute to the existing academic theory and advance
research on SMEs in transitional economy. Similarly, this research has implications for practice. The research
findings help SMEs’ managers in that the effective use of marketing strategies could help them gain competitive
advantage and achieve superior performance.