Abstract There is few attention to the marketing change (MC) driven by new managers from outside (NMO) in china enterprises since 1995. And this paper analyzes the MC driven by NMO in china enterprises from Jan. 1995 to May 2004 with statistic, the information and characteristics of NMO, the enterprises selecting the NMO, the environment, the MC process, MC issues, MC performance, NMO return after MC are described and synthesized in five ways. The paper enriches the research at home and aboard. Then it points out that to better the MC of china enterprises and improve the MC performance, we need to focus our attention on the four questions: How to select right NMO in right time to drive the MC for the enterprises? How to drive the MC in china enterprises for NMO? How to carry out or consolidate the MC driven by NMO? How to evaluate, improve the MC performance driven by NMO?
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Received: 24 May 2007
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Corresponding Authors:
Dai Xin
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