Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
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.