Globalization has posed colossal challenges to professional communications, and the most significant one is to overcome the cultural barriers. Rather than looking into cultural phenomena that are superficial, this research takes a philosophical approach to investigate the beliefs and values which are the core of social systems. The overarching purpose of this research is to establish cultural competence for entering the Chinese market by a discussion of different aesthetic, emotional, and philosophical points of view. With detailed analysis and evaluation, this research provides some guidelines to appropriate future marketing strategies in China. This research contributes to the understanding of the entwinement between philosophical values and marketing strategies and it provides further insight into future research for improving communicative competence across cultures.
| Identifer | oai:union.ndltd.org:UTAHS/oai:digitalcommons.usu.edu:etd-3027 |
| Date | 01 May 2013 |
| Creators | Huang, Yi |
| Publisher | DigitalCommons@USU |
| Source Sets | Utah State University |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | All Graduate Theses and Dissertations |
| Rights | Copyright for this work is held by the author. Transmission or reproduction of materials protected by copyright beyond that allowed by fair use requires the written permission of the copyright owners. Works not in the public domain cannot be commercially exploited without permission of the copyright owner. Responsibility for any use rests exclusively with the user. For more information contact Andrew Wesolek (andrew.wesolek@usu.edu). |
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