This commentary offers several directions for the development of Chinese management research based on the penetrating analyses provided by Barney and Zhang (2009) and Whetten (2009). First and foremost, Chinese management researchers can develop novel, seminal ideas and theories that are not necessarily tied to the Chinese cultural context but are applicable in diverse cultural contexts. The success of this approach depends on the merit of the ideas and theories proposed. A fusion, or combined emic–etic approach, can also be attempted, which integrates elements from Western and indigenous theories. Finally, the synergistic approach involves a dynamic interplay of Chinese and Western management research, which will eventually lead to innovative, culture-general theories. This article argues that all three approaches should be emphasized in Chinese management research.

A quasi-experimental design was used to test the hypothesis that there will be a significant improvement in both coastal resource management (CRM) and human reproductive health (RH) outcomes by delivering these services in an integrated manner as opposed to delivering either in isolation. The CRM, RH and integrated CRM+RH interventions were tested in three island municipalities of Palawan. Pre-project (2001) and post-project (2007) measurements of dependent variables were gathered via biophysical and community household surveys. Regression analyses indicate the CRM+RH intervention generated higher impacts on human and ecosystem health outcomes compared to the independent CRM and RH interventions. Improvements in coral and mangrove conditions are attributed to the effects of protective management by collaborating peoples’ organizations. The same institutions managed RH activities that enabled contraceptive access and a significant decrease in the average number of children born to women in the study area. Other trends showing a significant reduction in income-poverty among young adults infer added value. To ensure long term sustainability of CRM gains and prevent over-use of coastal resources, integrated forms of management that engage communities in the simultaneous delivery of conservation and family planning services are needed.