Table 4 The major three characteristics
From: Marketing research in China during the 40-year reform and opening
Characteristics that were found signigicant | Time period | Overall percentage | ||||||||
|---|---|---|---|---|---|---|---|---|---|---|
1978–2002 | 2002–2012 | 2013–2018 | ||||||||
Number | Percentage | Reference | Number | Percentage | Reference | Number | Percentage | Reference | ||
Cultural element | 5 | 55.56% | Graham et al. (1988); Schmitt et al. (1994); Schmitt and Zhang (1998); Tavassoli (1999); Song et al. (2000) | 9 | 39.13% | Briley and Aaker (2006); Luo et al. (2006); Hsee et al. (2008); Tellis et al. (2009); Van Everdingen et al. (2009); Bolton et al. (2010); Chan et al. (2010); Steenkamp and de Jong (2010); Wang et al. (2010a, 2010b) | 6 | 25.00% | Petersen et al. (2015); Briley et al. (2017); Gao et al. (2017); Grewal et al. (2018); Hermosilla et al. (2018) | 35.71% |
Institution environment | 1 | 11.11% | Tse et al. (1989) | 7 | 30.43% | Grewal and Dharwadkar (2002); Johnson and Tellis (2008); Zhao and Belk (2008); Dong and Tian (2009); Van Everdingen et al. (2009); Sheng et al. (2011); Yang et al. (2012) | 4 | 16.67% | Zeithammer and Kellogg (2013); Shen and Xiao (2014); Yao et al. (2017); Cillo et al. (2018) | 21.43% |
Technology advancement | 0 | 0.00% | NA | 0 | 0.00% | NA | 5 | 20.83% | Luo et al. (2014); Wu (2015); Chu and Manchanda (2016); Gong et al. (2017); Kozlenkova et al. (2017) | 8.93% |