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Table 4 The major three characteristics

From: Marketing research in China during the 40-year reform and opening

Characteristics that were found signigicantTime periodOverall percentage
1978–20022002–20122013–2018
NumberPercentageReferenceNumberPercentageReferenceNumberPercentageReference
Cultural element555.56%Graham et al. (1988); Schmitt et al. (1994); Schmitt and Zhang (1998); Tavassoli (1999); Song et al. (2000)939.13%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)625.00%Petersen et al. (2015); Briley et al. (2017); Gao et al. (2017); Grewal et al. (2018); Hermosilla et al. (2018)35.71%
Institution environment111.11%Tse et al. (1989)730.43%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)416.67%Zeithammer and Kellogg (2013); Shen and Xiao (2014); Yao et al. (2017); Cillo et al. (2018)21.43%
Technology advancement00.00%NA00.00%NA520.83%Luo et al. (2014); Wu (2015); Chu and Manchanda (2016); Gong et al. (2017); Kozlenkova et al. (2017)8.93%