“Harmonious” Norms for Global Marketing the Chinese Way

Abstract

China, law, marketing, intellectual property, advertising, World Trade Organization, harmonious society,

Guest editorial

“…Wang and Lin (2009) note that China currently is experiencing cultural renaissance, that is going back to the roots of Chinese culture, while creatively resisting the Western influence. However, Choukroune's (2009) analysis showed that legal reforms did not truly reflect Confucian values, while the population and marketers were positively predisposed towards implementing these values. Li et al (2009) show that governance regimes and choices influence how marketing channel behaviours (e.g.…”

Guest editorial

“…Wang and Lin (2009) note that China currently is experiencing cultural renaissance, that is going back to the roots of Chinese culture, while creatively resisting the Western influence. However, Choukroune's (2009) analysis showed that legal reforms did not truly reflect Confucian values, while the population and marketers were positively predisposed towards implementing these values. Li et al .…”