Advertising and Promotion Management | Marketing
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.
Copyright © 2019, Emerald Publishing Limited
Yan, Qiang and Hyman, Michael R., "Cross-Culture Product Hybridization in Pre-Communist China (1912-1949)" (2018). Global Business Leadership Faculty Publications. 12.
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.