GOING GLOBAL — ACTING LOCAL: SIEMENS IN THE CHINESE ELECTRICAL MARKET, 1904-1937

GOING GLOBAL — ACTING LOCAL: SIEMENS IN THE CHINESE ELECTRICAL MARKET, 1904-1937

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The German electrical manufacturer Siemens has been active in the Chinese market since the 1870s and established its first office in Shanghai in 1904. Focusing on marketing, the paper analyzes Siemens' business activities in China in the period from 1904 to 1937, and argues that the company ex...

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Main Author: Mathias Mutz
Format: Article
Language:English
Published: Economic & Business History Society 2011-06-01
Series:Essays in Economic and Business History
Online Access:http://ebhsoc.org/journal/index.php/ebhs/article/view/214
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spelling doaj-a9205792744c47628485b651c147a4f12020-11-25T03:20:05ZengEconomic & Business History SocietyEssays in Economic and Business History0896-226X2011-06-01291GOING GLOBAL — ACTING LOCAL: SIEMENS IN THE CHINESE ELECTRICAL MARKET, 1904-1937Mathias Mutz The German electrical manufacturer Siemens has been active in the Chinese market since the 1870s and established its first office in Shanghai in 1904. Focusing on marketing, the paper analyzes Siemens' business activities in China in the period from 1904 to 1937, and argues that the company exemplified a strategy of "glocalization," i.e. combining global business objectives and local adjustments. At the same time, the growing importance of international markets affected the development of the company as a whole. Referring to the contributions of "product," "price, "place" and "promotion" to the enterprise's development, this paper emphasizes the close connection between marketing and internationalization. http://ebhsoc.org/journal/index.php/ebhs/article/view/214
collection DOAJ
language English
format Article
sources DOAJ
author Mathias Mutz
spellingShingle Mathias Mutz
GOING GLOBAL — ACTING LOCAL: SIEMENS IN THE CHINESE ELECTRICAL MARKET, 1904-1937
Essays in Economic and Business History
author_facet Mathias Mutz
author_sort Mathias Mutz
title GOING GLOBAL — ACTING LOCAL: SIEMENS IN THE CHINESE ELECTRICAL MARKET, 1904-1937
title_short GOING GLOBAL — ACTING LOCAL: SIEMENS IN THE CHINESE ELECTRICAL MARKET, 1904-1937
title_full GOING GLOBAL — ACTING LOCAL: SIEMENS IN THE CHINESE ELECTRICAL MARKET, 1904-1937
title_fullStr GOING GLOBAL — ACTING LOCAL: SIEMENS IN THE CHINESE ELECTRICAL MARKET, 1904-1937
title_full_unstemmed GOING GLOBAL — ACTING LOCAL: SIEMENS IN THE CHINESE ELECTRICAL MARKET, 1904-1937
title_sort going global — acting local: siemens in the chinese electrical market, 1904-1937
publisher Economic & Business History Society
series Essays in Economic and Business History
issn 0896-226X
publishDate 2011-06-01
description The German electrical manufacturer Siemens has been active in the Chinese market since the 1870s and established its first office in Shanghai in 1904. Focusing on marketing, the paper analyzes Siemens' business activities in China in the period from 1904 to 1937, and argues that the company exemplified a strategy of "glocalization," i.e. combining global business objectives and local adjustments. At the same time, the growing importance of international markets affected the development of the company as a whole. Referring to the contributions of "product," "price, "place" and "promotion" to the enterprise's development, this paper emphasizes the close connection between marketing and internationalization.
url http://ebhsoc.org/journal/index.php/ebhs/article/view/214
work_keys_str_mv AT mathiasmutz goingglobalactinglocalsiemensinthechineseelectricalmarket19041937
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