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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.

Scholarly discourses regarding heritage values for sustainable heritage management abound in heritage literature but appear elitist as they tend to exclude the perspectives of the people at the lower echelons of society. The study explored the values ascribed to a global heritage monument by the people living around a global heritage site in Ghana and the implications of their perceptual values for sustainable heritage management.

This study used the qualitative design. It was guided by Costin’s heritage values, community attachment theory and values-based approach to heritage management. Data was gathered from the local people living close to the heritage site, and the staff of Museums and Monuments Board at the heritage site. Data were gathered through focus group discussions and in-depth interviews and analysed using the thematic approach and most significant stories.

The results revealed that the local people were aware of the economic, aesthetic, historic, symbolic and informational values of the heritage monument but showed little attachment to the monument. The main reasons for the low attachment were the limited opportunity for them to participate in the management of the monument, and the limited opportunity for direct economic benefits from the heritage asset.

A comprehensive understanding of heritage monument management that reflects the perspectives and values of the local people is imperative.

United Nations Education, Scientific and Cultural Organisation and Ghana Museums and Monuments Board could consider a more community-inclusive heritage management framework that takes cognizance of local values and perspectives to ensure sustainable heritage management and development.

The values and perspectives of the local community matter in heritage management. The heritage authorities need to engage more with the community people and educate them on the best practices regarding the sustainable management of World Heritage Sites.

This paper argues that the management of global heritage sites should not be elitist in orientation and character. It should respect the principle of community participation for inclusive 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 paper is to show that in many earlier value studies, the emphasis has been in value management: this paper contributes to the value discussion through personnel perceptions in organizations (in different hierarchical levels). The aim is to study value processing more closely at company level and to find out what the phenomenon in practice means to the personnel: how they understand it. There is often said to be a contradiction between official and perceived values among personnel: these are studied further in this paper.

Qualitative, multiple case study, interviews analyzed by content analysis.

This paper demonstrates value perceptions among personnel in three case companies and emphasizes the importance of mutual understanding of values in every day life. Personnel perceptions of organizational values are presented; especially the understanding of values as a management tool is studied further: values have to be understood through the own work before they can be really functional.

The quotations are interpreted through content analysis, so maybe another (e.g. discourse analysis) would have given deeper insight. Three different case companies are maybe too little to make any general assumptions.

The need to reach mutual understanding about values among the whole personnel (not just the management) is extremely important in successful value processing. Too often these “soft” issues are forgotten and values are just declared by the management: no real understanding about organizational values exist. The practical implications are presented when suggestions for better values processing are given.

The paper demonstrates personnel perceptions in understanding organizational values. It is extremely important to clarify how people understand organizational values, before proceeding to the implementation process. This is too often forgotten in values studies.

The aim of this paper is to examine the relationship between corporate branding and market driving. This is achieved by focusing on key dimensions of brand identity such as brand values and staff behaviours, while acknowledging the role of vision and organisational culture. The links between these brand constituents and the actual activities of the firm in a market are explored through interactions with stakeholders.

This research is based on an in‐depth case study of IKEA at a corporate level and its local market activities in Russia. The single‐case approach is used to generate insights into how corporate branding is related to market driving practices and to identify the mechanisms of market driving in the Russian market.

The corporate brand provides a further source of the “leap” in customer value recognised as a requirement for a market driving approach. Through a case study of IKEA in Russia it is shown that the core values of the brand guide both the behaviour and activities of internal stakeholders and the relationships with external stakeholders, and the interactions between the corporate “global” brand values and local market level activities are explored.

The paper provides insights on the role of a corporate brand as a driving force of market driving from a broad stakeholder perspective.

Multinational corporations (MNCs) at their foreign subsidiaries hire local employees, whose cultural values may differ from the organisations' home cultures. Such value differences may pose managerial difficulties, making it critical to observe whether working at MNCs changes local employees' cultural values, reducing these differences. This study investigates how and to what extent local employees from a collectivistic culture acculturate their ethics-related values when working at MNCs' foreign subsidiaries. The authors examine (1) whether local employees change their values to become closer to the MNCs' home cultures, and if so, (2) whether the cultural distance between the MNCs' home and host national cultures affect the degree of such adaptation.

Survey data were collected through stratified random sampling from Thai employees of a Japanese-owned MNC (n = 196), a UK-owned MNC (n = 143) and a Thai-owned organisation (n = 137), all operating in Thailand. Hypotheses were developed using Berry's bidimensional acculturation model and were tested using OLS and logistic regression analyses.

The study's findings indicate that MNCs' local employees from collectivistic cultures adopt Berry's integration acculturation strategy and acculturate their ethics-related values – collectivism, ethical relativism, collective responsibility preference and executive pay differentiation tolerance – towards the values prevalent in MNCs' home cultures. Overall, acculturation is greater when cultural distance is greater. New insights are presented in relation to collective responsibility preference and pay differentiation tolerance.

Findings add to current knowledge on acculturation in management by (1) providing new insights into value acculturation (2) utilising Berry's acculturation model to analyse employees' acculturation within an organisation in the context of an emerging economy, outside the more frequently studied topic of mergers and acquisitions, and (3) investigating the impact of cultural distance on the degree of employee acculturation outside the field of expatriate adjustment.

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 purpose of this study is to explore the phenomenon of acculturation in new product development (NPD) teams in a multicultural working environment. This paper provides recommendations for multinational companies (MNCs) in dealing with problems among team members from different cultures.

Data were collected through 24 in‐depth interviews with local middle‐level managers (e.g. R&D, marketing managers) and expatriates working on NPD projects in MNC subsidiaries located in Thailand. A qualitative method was employed to explore and attain insightful information about the acculturation of local NPD members when working with expatriates.

Results show that local NPD team members may acculturate themselves to foreign work culture when they have regular contact with expatriates during the product development process. The acculturation may also affect the team performance and the relationship among team members. Cultural training programs for local NPD team members are recommended.

Since this qualitative pilot research has a rather small sample size of cases, it limits the ability to generalize the findings. The findings from MNCs subsidiaries may not represent all other cultures of MNCs operating in Thailand.

The findings of this study significantly contribute to MNCs from North America and Asia that develop new products in Thailand. Cultural training programs and frequent and two‐way communications are suggested to increase the familiarity of local employees with the foreign work culture, to develop mutual objectives, and to promote shared interests among multicultural NPD team members.

This study extends the application of acculturation of local NPD team members within a multicultural setting, which has been rarely explored. Theoretically, the findings provide an in‐depth understanding of the local managers' acculturation pattern found in NPD teams. Also, it provides recommendations on how to support the local NPD team members more effectively in adopting critical values of the parent firm's culture so as to achieve NPD tasks facing less miscommunication and improving project performance.