General Marketing and Management Scales Developed in the Chinese Context

This chapter takes us on a journey through the intricacies of marketing and management in the ChineseChinese contextContext, as we explore a range of general marketing and management scales specifically developed for this marketMarket. We delve into nine prominent scales, including Marketing Relationship Orientation 1 and 2, Service Behavior Orientation, Service Delivery Orientation, Scale for Business Hypocrisy, Scale for Marketing Practices, Scale for Customer Relationship Management, Scale for Stakeholder Orientation, and Scale for JSLO.