Paradoxes in Chinese Consumer Behavior
A Literature Review and Strategic Implications
(Sprache: Englisch)
This monograph provides a review of the literature on Chinese consumer behavior and its strategic implications. The contemporary hybridity of the Chinese market is explored by concentrating on seven constructs, each representing a paradox or apparent...
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This monograph provides a review of the literature on Chinese consumer behavior and its strategic implications. The contemporary hybridity of the Chinese market is explored by concentrating on seven constructs, each representing a paradox or apparent contradiction. These seven constructs focus on the contrasts posed by: the consumer impact of the open-door policy versus market socialism, the consumer values of long-term orientation versus prosperity now, collectivism versus conformist individualism, low power distance versus status appeals, rapid economic growth versus feelings of perpetual insecurity and superstition, communist-based equality versus urban/rural-based social class hierarchy, and the appeal of global brands versus consumer ethnocentrism and animosity. Strategic implications are discussed.
Bibliographische Angaben
- Autoren: Héctor Guillermo Martínez , Michael John Chattalas
- 2010, 72 Seiten, Maße: 22 cm, Kartoniert (TB), Englisch
- Verlag: VDM Verlag Dr. Müller
- ISBN-10: 363928657X
- ISBN-13: 9783639286571
Sprache:
Englisch
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