Cross-culture product hybridization in pre-communist China (1912–1949)

Volume: 32, Issue: 2, Pages: 548 - 574
Published: Oct 22, 2019
Abstract
Studies on cross-culture marketing often focus on either localization or globalization strategies. Based on data from pre-communist China (1912–1949), product hybridization – defined as a process or strategy that generates symbols, designs, behaviors and cultural identities that blend local and global elements – emerges as a popular intermediate strategy worthy of further inquiry. After examining the mechanisms and processes underlying this...
Paper Details
Title
Cross-culture product hybridization in pre-communist China (1912–1949)
Published Date
Oct 22, 2019
Volume
32
Issue
2
Pages
548 - 574
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