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Full-Text Articles in Business
A Chinese Perspective For Internal Marketing: A Review Of The Literature And Suggestions For Future Research, Yu-Ting Huang
A Chinese Perspective For Internal Marketing: A Review Of The Literature And Suggestions For Future Research, Yu-Ting Huang
Communications of the IIMA
Internal marketing is increasingly important for the development of new organisational strategy. Previous research has reviewed internal marketing studies published in the English-speaking world during last three decades. This current paper is an extension of those other review works. This study concerns the articles that were identified to be in the Simplified Chinese language. This research hence expends review work to focus on Mainland China. This paper provides a review of Chinese literature, placing emphasis on how Chinese scholars in mainland China engage in the area of internal marketing. The review of Chinese internal marketing research shows that the large …
Brand Loyalty To Disney Theme Parks In Mainland China, Megan E. Pepi
Brand Loyalty To Disney Theme Parks In Mainland China, Megan E. Pepi
Honors Thesis
Since 2005, Disney has attempted but failed to establish brand loyalty among Chinese consumers in the theme park market. Disney is going to retry achieving this goal through Shanghai Disney Resort, which is a theme park that opened on June 16, 2016. Facing its past failures, the challenges of appealing to unique Chinese cultural preferences, and having to cooperate with a restrictive government system, will Disney be able to implement its authentic brand identity and establish brand loyalty among Chinese consumers through its new theme park? To answer this question, a qualitative analysis of the entertainment offered at Shanghai Disney …
Cross-Culture Product Hybridization In Pre-Communist China (1912-1949), Qiang Yan, Michael R. Hyman
Cross-Culture Product Hybridization In Pre-Communist China (1912-1949), Qiang Yan, Michael R. Hyman
Global Business Leadership Faculty Publications
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.