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Book synopsis

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.

Book details

Book category Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Full title: Paradoxes in Chinese Consumer Behavior
• Subtitle: A Literature Review and Strategic Implications
• Author: Héctor Guillermo Martínez, Michael John Chattalas
• Language: English
• Binding: Paperback
• Number of pages: 72
• EAN: 9783639286571
• ISBN: 363928657X
• ID: 06835800
• Publisher: VDM Verlag
• Weight: 118 g
• Dimensions: 229 × 152 × 4 mm
• Date of publishing: 15. October 2010

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