Document Type

Article

Publication Date

2018

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 strategy, a schema for classifying product hybridization strategies is developed and illustrated.

Comments

Final published version:

Yan, T. and Hyman, M. (2019), "Cross-culture product hybridization in pre-communist China (1912–1949)", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 2, pp. 548-574. https://doi.org/10.1108/APJML-12-2018-0502.

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