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