This paper focuses on the Chinese digital market with the aim to understand how context-specific characteristics – such as Guanxi - of Chinese digital platforms and ecosystems affect opportunities for firms entering this market. Through a multiple-case study analysis of Italian food & wine industry and its internationalization activity in China, the Chinese digital ecosystem is analyzed and a multiple-stakeholder view of the interactions within Chinese digital ecosystems is provided, reaching relevant contributions to international marketing literature.
Hu, L., Filipescu, D. A., Pergelova, A., Understanding Firms’ Internationalization Through Chinese Digital Ecosystems And Guanxi Networks, in Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions, University of Birmingham, (Birmingham, 03-06 July 2023), ACADEMY OF MARKETING, Birmingham 2023: 257-258 [https://hdl.handle.net/10807/243794]
Understanding Firms’ Internationalization Through Chinese Digital Ecosystems And Guanxi Networks
Hu, Lala;
2023
Abstract
This paper focuses on the Chinese digital market with the aim to understand how context-specific characteristics – such as Guanxi - of Chinese digital platforms and ecosystems affect opportunities for firms entering this market. Through a multiple-case study analysis of Italian food & wine industry and its internationalization activity in China, the Chinese digital ecosystem is analyzed and a multiple-stakeholder view of the interactions within Chinese digital ecosystems is provided, reaching relevant contributions to international marketing literature.
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