An exploratory study of the potential for SMEs in New Zealand to learn from Chinese SMEs regarding digital marketing

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Title

An exploratory study of the potential for SMEs in New Zealand to learn from Chinese SMEs regarding digital marketing

Content partner

EIT (Eastern Institute of Technology)

Collection

Research Bank

Description

"An Exploratory Study of the Potential for SMEs in New Zealand to Learn from Chinese SMEs regarding Digital Marketing" aims to investigate the potential for improving New Zealand SMEs’ digital marketing capabilities by learning from Chinese SMEs. Digital marketing can increase SMEs’ competitiveness, while digital marketing development and innovation in China received little attention from academic literature. Therefore, this study is seeking to answer the main question: What is the potential ...

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Format

Research paper

Research format

Master Dissertation

Thesis level

Masters

Date created

2020

Creator

Zhang, Lingjun

URL

https://hdl.handle.net/10652/5754

Related subjects

New Zealand / China / small and medium-sized enterprises (SMEs) / digital marketing / marketing / knowledge transfer / interviews / Marketing management (incl. strategy and customer relations) / Small business organisation and management

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