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Article: A social institutional approach to identifying generation cohorts in China with a comparison with American consumers

TitleA social institutional approach to identifying generation cohorts in China with a comparison with American consumers
Authors
KeywordsChina
Generation Cohort
Segmentation
Social Institutional Theory
Issue Date2007
PublisherPalgrave Macmillan Ltd. The Journal's web site is located at http://www.palgrave-journals.com/jibs/index.html
Citation
Journal Of International Business Studies, 2007, v. 38 n. 5, p. 836-853 How to Cite?
AbstractIdentifying distinctive target segments is a fundamental challenge faced by international marketers. This paper describes an approach to understanding consumer market structures in an important international market, China, and to segmenting Chinese consumers by integrating insights from generational cohort and social institutional theories. We conduct two empirical studies to verify how China's recent momentous ideological events could give rise to and affect the life experiences of different generation cohorts in the country. The results of Study 1 support the conceptual framework and establish three distinct cohorts in China: Red Guards, Modern Realists, and Global Materialists. Study 2 builds on the findings of Study 1: it links cohort differences to differences in consumer values (materialism) and choice behaviors (foreign vs local brands), and then compares them with parallel consumers in the United States. This paper outlines and tests an approach to segmentation that can help international firms identify distinct segments in and design effective marketing strategies for China. © 2007 Academy of International Business. All rights reserved.
Persistent Identifierhttp://hdl.handle.net/10722/177987
ISSN
2015 Impact Factor: 3.62
2015 SCImago Journal Rankings: 4.208
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorHung, KHen_US
dc.contributor.authorGu, FFen_US
dc.contributor.authorYim, CKen_US
dc.date.accessioned2012-12-19T09:41:10Z-
dc.date.available2012-12-19T09:41:10Z-
dc.date.issued2007en_US
dc.identifier.citationJournal Of International Business Studies, 2007, v. 38 n. 5, p. 836-853en_US
dc.identifier.issn0047-2506en_US
dc.identifier.urihttp://hdl.handle.net/10722/177987-
dc.description.abstractIdentifying distinctive target segments is a fundamental challenge faced by international marketers. This paper describes an approach to understanding consumer market structures in an important international market, China, and to segmenting Chinese consumers by integrating insights from generational cohort and social institutional theories. We conduct two empirical studies to verify how China's recent momentous ideological events could give rise to and affect the life experiences of different generation cohorts in the country. The results of Study 1 support the conceptual framework and establish three distinct cohorts in China: Red Guards, Modern Realists, and Global Materialists. Study 2 builds on the findings of Study 1: it links cohort differences to differences in consumer values (materialism) and choice behaviors (foreign vs local brands), and then compares them with parallel consumers in the United States. This paper outlines and tests an approach to segmentation that can help international firms identify distinct segments in and design effective marketing strategies for China. © 2007 Academy of International Business. All rights reserved.en_US
dc.languageengen_US
dc.publisherPalgrave Macmillan Ltd. The Journal's web site is located at http://www.palgrave-journals.com/jibs/index.htmlen_US
dc.relation.ispartofJournal of International Business Studiesen_US
dc.subjectChinaen_US
dc.subjectGeneration Cohorten_US
dc.subjectSegmentationen_US
dc.subjectSocial Institutional Theoryen_US
dc.titleA social institutional approach to identifying generation cohorts in China with a comparison with American consumersen_US
dc.typeArticleen_US
dc.identifier.emailYim, CK: yimbck@hkucc.hku.hken_US
dc.identifier.authorityYim, CK=rp01122en_US
dc.description.naturelink_to_subscribed_fulltexten_US
dc.identifier.doi10.1057/palgrave.jibs.8400288en_US
dc.identifier.scopuseid_2-s2.0-34548083523en_US
dc.identifier.hkuros137978-
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-34548083523&selection=ref&src=s&origin=recordpageen_US
dc.identifier.volume38en_US
dc.identifier.issue5en_US
dc.identifier.spage836en_US
dc.identifier.epage853en_US
dc.identifier.eissn1478-6990-
dc.identifier.isiWOS:000248847700009-
dc.publisher.placeUnited Kingdomen_US
dc.identifier.scopusauthoridHung, KH=15769295600en_US
dc.identifier.scopusauthoridGu, FF=8341699100en_US
dc.identifier.scopusauthoridYim, CK=15770531500en_US
dc.identifier.citeulike1584046-

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