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Global media, local metaphor: Television shopping and marketing-as-relationship in America, Japan, and Taiwan |
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| Authors: | Clyde A Warden Stephen Chi-Tsun Huang |
| Institution: | a Marketing Management Department, National Chung Hsing University, 250 Kuo Kuang Road, Taichung 402, Taiwan, ROC b Marketing and Distribution Management Department, National Kaohsiung First University of Science and Technology, 2 Juoyue Road, Kaohsiung 811, Taiwan, ROC c Business Administration Department, National Cheng Kung University, 1 Ta-Hsueh Road, Tainan 701, Taiwan, ROC |
| Abstract: | Rapid acceptance of the relationship paradigm, within marketing, is in no small part due to the powerful metaphor of marketing-as-relationship. Through observation of localized television home shopping (THS), with its intensive use of communication between salesperson and customer, we examine how local meanings of relationship marketing are abstracted to their constituent values for broadcast over television, extending the metaphor of marketing-as-relationship to more accurately reflect differing values among American, Japanese, and Chinese retailing cultures. Combining observations with historical records, and ethnographic data, we propose culturally specific shopping relationship metaphors that help managers quickly understanding core local values of retailing. |
| Keywords: | American culture Chinese culture Fraternity Grounded theory Japanese culture Marketing relationship Metaphor Renao Sabisu Television home shopping |
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