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

What is it about?

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. After examining the mechanisms and processes underlying this strategy, a schema for classifying product hybridization strategies is developed and illustrated.

Featured Image