Western generic business and corporate strategies: lessons from
the Thirty-six Chinese Classical Strategies of War

doi:10.1108/02634509510094174

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Marketing Intelligence & Planning

ISSN: 0263-4503
Incorporates: Journal of Marketing Practice: Applied Marketing Science

Online from: 1983

Subject Area: Marketing

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Western generic business and corporate strategies: lessons from the Thirty-six Chinese Classical Strategies of War

Document Information:
Title:	Western generic business and corporate strategies: lessons from the Thirty-six Chinese Classical Strategies of War
Author(s):	Low Sui Pheng, (Senior Lecturer and Deputy Director at the School of Building and Estate Management, National University of Singapore, Singapore.), Rajeshwar Sirpal, (Fellow at the School of Building and Estate Management, National University of Singapore, Singapore.)
Citation:	Low Sui Pheng, Rajeshwar Sirpal, (1995) "Western generic business and corporate strategies: lessons from the Thirty-six Chinese Classical Strategies of War", Marketing Intelligence & Planning, Vol. 13 Iss: 6, pp.34 - 40
Keywords:	China, Corporate strategy, Literature, Marketing planning, Strategy
Article type:	Research paper
DOI:	10.1108/02634509510094174 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Extracts the fundamental principles of the Thirty-six Chinese Classical Strategies of War to formulate an appropriate framework for drawing lessons in Western generic business and corporate strategies for the first time. Does not, however, suggest that Western literature on generic business and corporate strategies is any less effective than the Thirty-six Chinese Classical Strategies of War which tend to be more definitive in nature. Much synergy can in fact be achieved by extending lessons in strategies from both the East and the West. Lessons from the Thirty-six Chinese Classical Strategies of War would be particularly pertinent for the West in view of the growing economic influence of the East Asian region on the global political platform. Suggests marketing planners based in the West would certainly be better placed in this region if they, when operating in East Asia, were able to appreciate a deeply revered and firmly entrenched Chinese classical strategic treatize.