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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.

This paper analyses participatory budgeting (PB) in two Indonesian indigenous communities, illustrating how the World Bank sponsored neo-liberal model of “technical rational” PB is overshadowed by local values and wisdom, consisting of sophisticated, pre-existing rationalities for public participation.

Adopting a qualitative and interpretive case study approach, the study draws on data from semi-structured interviews with key stakeholders and periods of participant observation. The paper utilises Weber's characterisations of rationality to analyse the PB process in indigenous communities.

The co-existence of both formal (technical) and substantive rationalities leads two Indonesian indigenous communities to execute participatory budgeting pragmatically. The formal budgetary mechanisms (Musrenbang), cascaded down from central and local governments, are melded with, and co-exist alongside, a tradition of public participation deriving from local cultural values and wisdom (Rembug warga). Reciprocal relationships and trust based on a pre-existing substantive rationality result in community members adapting budget practices while also preserving their local culture and resisting the encroachment of neo-liberal initiatives. The paper offers deeper analysis of the unintended consequences of attempting to implement technical rational accounting reforms and practices in indigenous settings.

The paper provides important insights into the way the interplay between formal and substantive rationality impacts on accounting and budgeting practices in indigenous communities. Our study also presents a unique case in emerging economy contexts in which neoliberal initiatives have been outmanoeuvred in the process of preserving indigenous values and wisdom. The informal participatory mechanism (Rembug warga) retained the community trust that neoliberalism systematically erodes.

This work critiques the situation of the ecological and cultural heritage in many coastal territories and analyses how current land planning methodologies are responding to it. The study builds a new integrated approach founded on ecocultural values and local knowledge as resources for an effective territorial planning and sustainable development.

The proposed framework was developed through: (1) analysing coastal planning needs and problems in European coastal areas; (2) identifying ecocultural values, including local knowledge, in such areas; (3) selecting best approaches and tools in spatial planning; (4) applying the selected planning approaches to use ecocultural values as resources for spatial planning and sustainable development; and (5) validating the final methodology.

A dynamic approach for maritime-land planning was developed projecting coastal waters and river basins as strategic drivers for sustainable development, based on the natural capacity of water to shape and integrate the ecological and cultural territory. A participatory governance planning methodology supports the new articulations of space based on ecocultural value chains and networks as synergistic vectors, focusing on local knowledge as psychosocial capital for a collective mapping of cultural, historical, social, economic and ecological values into ecocultural littoral plans.

The results show the potentials of combining new approaches applying cultural and ecological heritage into an effective strategy of integration between society and territory as a powerful driver for effective sustainable planning and development.

The local food tourism in Pakistan is increasing rapidly, and it attracts scholars to determine the factors affecting local food tourists' buying choices. Particularly, the authors aim to investigate the role of food consumption values on predicting domestic tourists' attitude toward local food and its effect on the intention to try local food with the moderating effect of personality traits (neophobia and neophilia).

The authors tested the study model on 250 completed responses from local food tourists. They collected the data from three tourism locations (Islamabad, Rawalpindi and Peshawar) in Pakistan. Their study utilizes the consumption value theory within the limits of Pakistan's local food tourism.

The empirical findings show that consumption values, such as price, emotion, interaction, epistemic value, location value and variety value, effectively explain the domestic tourists' attitude toward local food. The authors further report that food neophilia strengthens the local tourists' positive reception toward the local food. However, food neophobia weakens the direction between local tourists' attitude toward local food and the intention to try local food.

This study provides insights pertaining to tourists' local food consumption values (LFCVs) to a local destination owner and marketing manager to strategically work on LFCVs that are crucial for domestic tourists to derive their intention to try local food. Practitioners should work on domestic tourists who possess food neophobia trait and enquire them for their rejection or avoidance of a particular local destination. This will enable practitioners to bring innovation and development in the local destination, which ultimately promote local food tourism.

This study is the first to incorporate the variety and local value in tourists' LFCVs to predict local tourists' attitude toward local food. Additionally, the authors contribute to local food tourism by empirically studying the moderating role of personality traits (food neophilia and food neophobia) to examine the direction between local tourists' attitude and intention to local food.

The purpose of this study is to explore how creative-cultural hotels can achieve sustainable service design through the development of a holistic conceptual framework.

The authors created this framework using a qualitative exploratory multi-case study of four creative-cultural hotels in Taiwan. The framework comprises strategic, organizational and interface levels to describe the design process and implementation of service offerings that co-create value within a multifaceted network of actors.

The findings of this study show that incorporating local arts and culture into sustainable service design can generate unique value and experiences for customers. From the perspective of sustainable development, these hotels seek to add value by using local creative and cultural resources to ensure that they have a sound commercial base from which to showcase their cultural features. As such, this study recommends that the hotel industry shift its focus to a paradigm that provides a strategic and sustainability-framed vision to create value for society while protecting local natural and cultural resources.

This multilevel model reframes the development of customer value constellations through a holistic understanding of user experience, eco-design practice, service encounters aligned with user touchpoints and front-line employee capabilities. To integrate the perspectives of both service providers and their customers, the proposed model embeds these stakeholders within a single model through the vehicle of local value co-creation. This holistic framework can assist in designing sustainable service within the hospitality industry to deliver better services and customer experiences. The findings provide an illustration of how the proposed multilevel sustainable-development-oriented service design framework can serve as a useful tool in guiding hotels toward corporate sustainability.

This research aims to develop and test the traditionscapes framework in which consumers appropriate local traditions as a resource to foster cultural identity in emerging markets.

A multi-level research approach with qualitative (n = 38) and quantitative data (n = 600) was employed in the context of gaucho traditions in the southern part of Brazil (Rio Grande do Sul state).

The findings indicate that traditionscapes operate in a fluid process that engenders local culture attachment into tradition value through the consumer identification process. Traditionscapes build a sense of local cultural attachment that functions as a source of social, cultural, and local identification. Findings also support our three-stage traditionscapes framework, emphasizing the identification process that depends on consumers' global culture resistance.

This research provides a novel viewpoint to the well-established relationship between tradition and globalization in consumption studies. We contribute to this debate by shifting the discussion to the fluid process of traditionscapes in which tradition value is engendered through consumer appropriation and identification with local traditions, even in a globalized context. Although recent research suggests that global culture can disrupt local traditions, traditionscapes operate as an extended perspective that coexists with other global cultural flows.

This paper aims to explore local social value creation by entrepreneurs located in residential neighborhoods, what drives their behavior and the influence of their local social networks therein, both as a direct effect and through fostering local embeddedness.

In-depth interviews are conducted with 18 neighborhood-based entrepreneurs in the Netherlands to explore whether these entrepreneurs are active in local social value creation and the different drivers of their behavior in that regard (personality, organizational, contextual and issue characteristics) in relation to their local social networks. The research neighborhoods are selected based on social cohesion and collective efficacy scores.

Most interviewees are active in social value creation. Personality characteristics are the main drivers of local social value creation. Local social networks have a direct, indirect and moderating effect, but are not prerequisites for local social value creation to occur. Local embeddedness through emotional attachment to the neighborhood also drives local social value creation.

The findings suggest that neighborhood-based entrepreneurship is a source of local social value, indicating the need for additional and large-scale quantitative research on this type of entrepreneurial activity.

The findings of this study can motivate policymakers to promote entrepreneurship in neighborhoods as a means of stimulating bottom-up local social value creation.

This study contributes to the debate on the social value of entrepreneurship and considers the understudied group of neighborhood-based entrepreneurs. Furthermore, the paper offers a conceptual contribution by focusing on the local social networks as a driver of local social value creation.

This study aims to examine the attribute-benefit-value-intention (ABVI) model of local food consumption as perceived by foreign tourists. The model was designed to test the structural relationships between local food attributes, perceived benefits, consumption value and behavioral intentions.

The structural relationships of foreign tourists’ perceptions of local food consumption were conceptualized, and hypotheses were proposed. The main survey was conducted using a large sample of 1,323 tourists in Hong Kong.

“Food quality”, “food novelty” and “restaurant quality” significantly affected “emotional” and “epistemic benefit”. “Emotional benefit” had a significant effect on “consumption value” and “behavioral intention”, while “epistemic benefit” only influenced “consumption value”.

Local food marketers and DMOs need to promote the product features that are relevant to tourists’ benefits. Restaurant marketers need to develop distinctive strategies for tourists from different national backgrounds.

This study proposed and empirically tested a new model of tourists’ local food consumption, including two benefits, consumption value and behavioral intention.

This paper explores employee experiences concerning job security/insecurity, workload, job satisfaction and employee involvement in the aftermath of Best Value reviews in a local authority.

Using a mix of quantitative and qualitative data collection techniques employees' experiences of Best Value reviews in a local authority are compared and contrasted with council staff employed elsewhere in the authority to establish the extent to which workplace partnership principles have taken hold under a Best Value regime.

Little evidence of positive outcomes was found from partnership at work under a Best Value regime. The constraints imposed by central government, under which managers in the public sector operate, contributed significantly to partnership at work remaining little more than a hollow shell.

This paper provides a recent in‐depth case study of the experience of workplace partnership, which was developed not discrete from but as part of the Best Value modernisation programme in a local authority.

The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in the context of emerging markets.

The case study examines brand strategies of a multinational company in the high-tech industry. By using NVIVO, this research analyses the brand narratives by corporate managers of Axis Communications in Sweden and local stakeholders in Russia, Brazil and India. The study evaluates perceptions about brand value and contributing activities emphasized by corporate managers, local managers, local partners and local end-customers.

The findings demonstrate that corporate managers underutilize contributing activities by local managers and other local stakeholders, despite these activities being central to enhancing brand value. This research provides insights into how corporate and local managers can develop successful brand strategies in emerging markets. Consequently, a general typology of contributing activities to B2B brand value by local stakeholders is proposed.

The company-centred approach to B2B branding stresses the importance of unique components of brand value and their consistent communication to multiple stakeholders. Prior studies provide limited evidence on how various stakeholders perceive brand value and enhance it through their contributing activities. Following the stakeholder-encompassing approach, this study advances branding research by examining perceptions about and contributing activities to B2B brand value by corporate managers and local stakeholders in a cross-cultural setting. Future studies are recommended to apply a stakeholder-encompassing approach in developed and transition economies and considering other relevant groups of stakeholders.