The application of marketing intelligence for the survival, growth and success of Chinese entrepreneurs in KwaZulu-Natal

Abstract

There has been substantial research related to small and medium-sized Chinese enterprises in various countries. However, little research has been done on marketing by Chinese entrepreneurs in South Africa. Furthermore, no documented research has been conducted on the use of marketing intelligence by Chinese entrepreneurs in KwaZulu-Natal. For entrepreneurs, marketing intelligence plays an important role in the performance of their businesses. This study is aimed at assessing the application of marketing intelligence by Chinese entrepreneurs regarding their survival, growth and success in KwaZulu-Natal, South Africa.

This study was conducted within the main industrial areas in KwaZulu-Natal, where Chinese entrepreneurs are based. The research was of a quantitative, descriptive and cross sectional nature, conducted among a sample of 120 business owners, managers, marketing executives and senior staff.

The results revealed that the use of marketing intelligence in strategic decision-making by Chinese entrepreneurs in KwaZulu-Natal is very limited. The extent of awareness of marketing intelligence was fairly low. It also emerged that most of the respondents still acknowledged the importance of marketing intelligence and the role it could play in their businesses’ success. Pursuant to the general requirement for an original contribution in a doctoral thesis, the study provides a framework for current and potential Chinese entrepreneurs with regard to the application of marketing intelligence in their marketing planning.