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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.

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.

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.

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.

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.

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.

The authors aim to examine the relationship between home bias and globalization while specifically examining the effects of the different dimensions of globalization (social, economic and political) for both developed countries and developing countries. Additionally, the authors test the effect of globalization regulation and laws against actual globalization activities.

This study investigates the influence of globalization on the home bias phenomenon using a panel regression and a three-dimensional globalization index (social, economic and political globalization) of 42 developed and developing countries from 2001 to 2016.

The results show that globalization significantly reduces home bias. In addition, the authors find that social globalization has a key influence compared to economic globalization and that political globalization has the weakest effect. For developing economies only, economic globalization as well as globalization laws and regulations have a crucial impact on the level of home bias.

Prior studies focus merely on the aspect of financial integration. Our study provides a more comprehensive outlook by distinguishing between the features of globalization (social, economic and political) as well as the actual globalization activities (de facto) compared to the laws and regulations enabling those actives (de jure). Lauterbach and Reisman (2004) show that globalization reduces home bias through a theoretical model. This study provides empirical merit to their work. In addition, we examine the different aspects of globalization for both emerging and developed markets.

This study attempted to empirically test a debatable hypothesis that globalization entails homogenization in consumers’ mind and behavior. Using samples from two countries (USA, n = 120 and Korea, n= 128), this study explored a path model centered on consumers’ reluctance to purchase foreign goods. The findings indicated that, in the US sample only, consumer ethnocentrism plays a mediating role between global openness and the reluctance to buy, although it is on the decrease with the increasing level of global openness. Consumer ethnocentrism is still an important factor in determining the magnitude of reluctance to buy a foreign product in both samples, while product judgment also plays an important role, but only in a certain cultural context (i.e. the USA). It is concluded, therefore, that consumers in a different culture, who are different in their attitudes and perceptions, tastes and preferences, and values, are still different even after being exposed to the massive wave of globalization.

This paper aims to study careers across cultures, distinguishing among international career, cross‐cultural and globalization perspectives.

The conceptual development is based on a review of four empirical papers in this special issue with a focus on “Careers in cross‐cultural perspective” and other recent research in this area.

Work on international careers has traditionally looked at careers that cross national boundaries, such as those involving expatriate career assignments or self‐initiated international careers. Research into cross‐cultural careers reflects the primary work of this special issue's articles, primarily by looking at differences between two or more cultures. Career research into globalization is more recent and more tentative. It covers how careers interact with the economic, political, social and environmental changes commonly associated with the term globalization.

The proposed framework is a reflection of current theoretical and empirical debates.

The framework offers new guidance for both interpreting existing and developing new research.

The term “globalisation”, although ubiquitous, has lost precision due to the fact that it can be applied in diverse ways. Here, multiple implications of globalisation are discussed in order to clarify its impact upon modern business and vice versa. In specific, the concepts of homogenisation, polarisation, and hybridisation are examined. By comparing these models to earlier paradigms (such as those provided by the Enlightenment and the Romantic Movement), more precise discussions of globalisation result. The concept of dialectics, furthermore, provides a valuable tool to use when analysing the process of hybridisation.

The purpose of this paper is to concern the community festival of a Jing minority village in the China–Vietnam border area. Since it was designated as a national-level Intangible Cultural Heritage in 2006, the festival has undergone many changes. The festival has steadily expanded and evolved, assuming characteristics of globalization. How is the globalized character of the Wanwei festival manifested? What are the forces behind the elevation of this local festival onto the register of national events and how did it turn into an event organized by the township?

The paper is based on the results of the author’s research on the culture of Kinh people in Wanwei from 2000 to the present. From the anthropological approach, the author mainly uses method of participant observation and in-depth interviews. The author has observed the Wanwei communal festival from 2000 to the present, interviewing about 40 villagers in Wanwei in depth, they can be leaders, intellectuals, civil servants, officials or working people.

The paper is a case study of the new aspect of globalization of a village festival. The author argues that globalization can lead to a spread of global flows but in this process of globalization, villagers also want to define the local identity, they reinvent the tradition, rewrite history, create new nuances for the gods with many different purposes. Practicing the current Wanwei village festival is a vivid example of globalization from below and the politics of tradition.

The paper adds a theoretical dimension to current globalization research. The paper also points out the political, economic and social dynamics that govern the transformation of a village festival in particular and the village culture in general in the border areas. The paper is a testament to the dynamism and flexibility of villagers when participating in the current globalization process.

The purpose of this paper is to comment on the conceptual framework highlighting the reinforcing nature of global consumer culture.

The approach is conceptual with illustrative examples.

The authors integrate the conceptual framework that highlights the reinforcing nature of global consumer culture with recent findings about the psychology of globalization. Specifically, the authors bring attention to the perceptual, cognitive and motivational consequences of globalization, as well as its effects on consumer identification. The authors illustrate how this integration provides insights for better predicting consumer behavior in a globalized world.

One key aspect of globalization is the creation of multicultural spaces in contemporary societies. Taking a psychological approach, the authors discuss how consumers respond to the process of culture mixing at the heart of globalization. This has consequences for marketers’ global endeavors and provides a nuanced understanding of consumer behavior in a globalized world.

The paper integrates a novel framework with recent findings about the psychology of globalization, opening avenues for future research on global consumer cultures.

This article aims to investigate the differences and similarities among cross-cultural, values and ethics between the USA and Asian countries. This article analyzes the degree of cultural distance between USA and Asian countries and the impact it has in companies. It examines the comparison between the USA and China’s value system. It also assesses how idealism and relativism impact individual ethical decision-making. In addition, this article examines the impact that globalization, foreign direct investment (FDI) and trade have in the Chinese culture and other countries.

The data for this research paper were collected from the following models: Ethics Position Questionnaire of Forsyth, Rokeach Values Survey, Hofstede model, GLOBE model and Wilcoxon test. The main sources used for this research were the Journal of Technology Management in China and the EBSCO database.

The research found that Western cultures tend to be more individualistic, while Asian countries tend to be very collective. This study also found that the type of value system that each culture holds depends on the type of government. This research also found that researchers have discovered that American managers are more loyal to their ethical beliefs, rather than to their superior’s or company’s ethical beliefs. While eastern Asian cultures focus more on the importance of acting in the best interests of the company’s superior. The study also found that it is extremely important for foreigners to build a relationship with Chinese business professionals before they do business negotiations. In addition, the study found that globalization, FDI and trade do make a significant cultural difference in some cultural dimensions.

It contributes to the literature by analyzing the different measurements in value, ethics and cultural differentiation. This research wants to demonstrate the importance of cultural differences, ethics and values across different countries and cultures. It also provides factual evidence that it’s important to understand these differences to be a successful global manager. In addition, it contributes to this literature by analyzing the effect that globalization, FDI and trade have in national cultures.

This paper examines the alternative frameworks adopted in empirical research in accounting in developed and colonised developing countries, and suggests that a more appropriate methodological framework is necessary to explain the emergence and subsequent development of the accounting profession in the colonised developing countries. In this regard, the paper rejects the claim that the expansion of the Western-based accountancy bodies into colonised developing countries is inevitable. Rather it posits the view that the influences of the U.K.-based Association of Chartered and Certified Accountants (ACCA), the American Institute of Certified Public Accountants (AICPA), the Canadian Institute of Chartered Accountants (CICA) and the dominance of Western accounting practices in the colonised developing world are intertwined with the local historical, global and cultural circumstances. Therefore, the problematique of imperialism is critical and significant for understanding the context in which the accounting profession has developed in former colonised countries. Bearing this in mind, the paper argues, then, that in order to adequately and validly investigates accounting issues in any former colonised developing nation; one has to adopt the frameworks of cultural imperialism and globalisation to fully contextualise the nature of accounting in colonised developing countries.

The paper aims to put into context globalization as educational, economic, and technological relations, with attention to dimensions of variability and other problems associated with domination of western and northern post‐industrial developed nations on the developing world.

The approach taken in this paper is that of a discussion of the issues.

Education in its broadest functional terms prepares populaces for interaction within the social, economical, political, and cultural domains of daily life. Global education in its encompassing reach toward the macrocosm prepares populations in many countries to co‐exist, particularly with information age technological innovations. Such an overstatement or broad sweep of the maximum view of international education overlooks in‐depth understanding of the exercise of power in the international realm.

The paper discusses the issues surrounding globalization, the economic gap between technologically trained workers and agrarian economies and the cultural divide caused by policies and assumptions.