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  • New Insights into China Market Entry: A SME Perspective, Value Co-creation, Relational Gatekeeping and the New Zealand Factor

    Dr Hongzhi Gao, of Victoria University, presented at Peking University.

    03/07/2014 - New Insights into China Market Entry: A SME Perspective, Value Co-creation, Relational Gatekeeping and the New Zealand Factor. A guest lecture by Dr Hongzhi Gao of Victoria University, visiting fellow of the New Zealand Centre for 2014.

    A review of theoretical developments on cross-border business relationships and value co-creation in the fields of marketing and international business, asking: what constraints does a small and medium- sized enterprise encounter when entering the China market? What makes value co-creation different from value exchange in the context of China market entry? How do relational gatekeepers facilitate outsiders of the networked market of China to engage with insiders effectively? And how can New Zealand’s cultural values play a role in the development of a successful business relationship in China?

    Dr Hongzhi Gao is Senior Lecturer in the School of Marketing and International Business, Victoria University. Dr Gao received his MCom (Masters of Commerce) in Marketing with distinction in 2004 and PhD in Marketing in 2009 from Otago University. Dr Gao’s publications appear in internationally recognised journals including Long Range Planning, Journal of World Business, Industrial Marketing Management, Journal of Business Research, Journal of Marketing Management, Journal of Business and Industrial Marketing, European Management Journal, Journal of Marketing Theory and Practice, Appetite, and among others. Dr Gao is on the editorial review board of Industrial Marketing Management.

    The lecture was attended by staff from the New Zealand Trade and Enterprise Division of the New Zealand Embassy, Peking University students, New Zealand Centre Staff including Centre Director Professor Liu Shusen, and academic colleagues and associates of Dr Gao from his host department.

    Dr Hongzhi Gao prepared his lecture as part of a Visiting Fellowship with the New Zealand Centre. If you are a member of the academic staff from any of our five partner institutions (University of Auckland, University of Otago, Waikato University, Canterbury University, and Victoria University) and you are interested in attending a fellowship at Peking University, get in touch with our liaison officers to learn more about the application process. Visiting fellowships for New Zealand academics are held year-round at Peking University, across a broad range of departments, forming a significant contribution to the advancement of academic exchange between China and New Zealand.

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