【摘要】"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." |