ABSTRACT
Chinese entrepreneurs are developing their cross cultural marketing strategies by using existing networks of contacts. For many firms exporting is the first significant step in cross cultural marketing. It is the stage in the internationalisation process where firms recognise that cross cultural markets provide the advantage of considerably expanded market potential with relatively little commitment and limited associated risk. The interest reflects both a national government concern with generating greater exports and the increasing focus on competitiveness in cross cultural markets by Small and medium-sized enterprises (SMEs) themselves. African cultural dynamics are evident not only in the management of SMEs and family owned enterprises in Sub-Saharan Africa but in larger and state owned corporations. SMEs competing in international markets do so with limited resources, and so any cross cultural marketing strategy they pursue must be developed within that context.
