JABR Volume V


Marketing Development Strategy in Chinese Companies Working in the Medical Devices Industry


Bert Wolfs, Ph.D. and Bayan Konirbay, DBA Candidate


This article describes the peculiarity and marketing strategy development for the quick growth of Chinese companies working in the Medical Devices field in the international market. This strategy is analyzed through the perspective of Chinese traditional values, particularly based on the work of Sun Tzu, The Art of War, where the main strategy principles mentioned are moral virtue, foreknowledge, dispositions, adaptability, and strategic advantage. The researchers use interviews with top and middle level managers of several companies and their own experiences to describe the policy of marketing activities undertaken by these Chinese companies in recent years.


Chinese culture, Strategic factors, Marketing development, International market, Medical devices, Chinese companies