基于商业环境的理论和洞见，企业不断地包含成功营销的最佳策略(Bhattacharya & Bloch, 2004)。同样，企业的主要业务集中于建立新的产品和服务，以满足消费者日益增长的需求和市场趋势。在中国企业的背景下，本研究采取措施了解中国企业采取了哪些独特的措施，以便将创新理念融入到企业中。本报告讨论了一些要素，如家庭成员之间的人际关系、商人之间的忠诚要素、商人的功能适应性和积极性等要素(Davila, Epstein & Shelton, 2012)。因此，本研究将采用这种方法作为本研究的基础。
On the basis of the theories and insights from the business environment, the businesses continually include the best of the strategies for succeeding in their marketing endeavours (Bhattacharya & Bloch, 2004). In the same light, the businesses concentrate their major operations on establishing new products and services which are produced to match the growing needs of the consumers and the marketing trends. In the context of Chinese firms, the current study takes steps to comprehend what unique measures are adopted by the Chinese firms so as to incorporate the innovative ideas in their business. Some of the elements, for instance, the interpersonal relationships of the family members, the element of loyalty among the business persons, and the elements such as functional adaptability and enthusiasm of the business persons are discussed in this report (Davila, Epstein & Shelton, 2012). Therefore, the research would adopt this approach as the basis of the present study.
1.3 Aims and Objectives
The main aim of writing this work is to examine the factors which drive the Chinese family firms to realize the need for including innovation in their businesses. The quantitative analysis of the report has been performed using the survey questionnaire method by sending the questionnaire to the 30 friends and relatives who are currently involved into running a family business, have responded to the set of questions stating their opinions on the importance of the family business in China and also the need to make innovation in their products and services. The interview would be conducted, in the same while, with four people that is, the founder of the family firm, purchasing manager, buying manager and one employee of the family firm. The following research objectives would be addressed during the course of the study:
1. To identify those criteria that could facilitate better innovation and creativity management in Chinese family firms;
2. To analyze and critically discuss by means of secondary research data if Chinese family firms differ from western culture family firms and how these differences would impact on the creativity and innovation of the organization.
3. To understand by means of primary research what the owners and the other representatives of Chinese family firms believe about their company’s innovation attempts.