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

Abstract

Purpose 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. The paper aims to discuss these issues. Design/methodology/approach Critical historical research method is applied to historical data and historical “traces” from pre-communist China’s corporate documents, memoirs, posters, advertisements, newspapers and secondhand sources. Findings Strategic interactions between domestic and foreign companies in pre-communist China fostered products and a city (Shanghai) containing Chinese and non-Chinese elements. Informed by historical traces and data from pre-communist China (1912-1949), a 2 × 2 classification schema relating company type (i.e. foreign or domestic) to values spectrum endpoint (i.e. domestic vs foreign) was formulated. This schema reflects the value of communication, negotiation and cultural (inter)penetration that accompanies cross-culture product flows. Research limitations/implications Cross-culture marketing strategies meant to help companies satisfy diverse marketplace interests can induce a mélange of product design elements. Because product hybridization reflects reciprocity between domestic and foreign companies that embodies multiple interests and contrasting interpretations of product meanings, researchers should examine globalization and localization synergistically. Practical implications Strategies adopted by domestic and foreign companies in pre-communist China (1912–1949) can help contemporary companies design effective cross-culture marketing strategies in a global marketplace infused with competing meanings and interests. Originality/value Examining historical strategies adopted in pre-communist China (1912–1949) can inform contemporary marketers’ intuitions. Understanding product hybridization in global marketplaces can improve marketing efficiency.

Historical research with Chinese multilateral historical marketing sources

“…Moreover, CMHMS reflect the underlying mechanisms driving localization, globalization and hybridization, which can inform macromarketing, international marketing, and advertising theories. CMHMS reveal how foreign brands such as Buick, Camel, Colgate, Coca-Cola, Harley-Davidson, Horlicks, Listerine, Lux, Parker and Pfizer adopted local elements and how many local Chinese brands inserted Western elements into their brand designs and ads (Yan and Hyman, 2019a, 2019b).…”

“…A thorough historical study of Chinese marketing theory and practice requires access to such materials. Although they have informed studies about nationalistic (non)consumption, pawnbroking, advertising, modernity building, stereotyping, glocalization and sales agents in pre-Communist China (Barlow, 2008; Cochran, 1980, 2000a, 2000b; Edwards, 2012; Gerth, 2003a, 2003b; Hughes et al , 2015; Tsai, 2010; Yan and Hyman, 2018, 2019a, 2019b, 2020; Zhao and Belk, 2004, 2008a, 2008b), Western marketing scholars typically underuse them. Thus, our goal is to introduce Western marketing scholars to Chinese multilateral historical marketing sources (henceforth CMHMS) created in China from 1842 to 1949 (henceforth pre-1949).…”