Decoding the Mystery Behind the Globalization of Chinese Time-honored Brands -- A Case Analysis of Lao Gan Ma Chili Sauce

Wu Yanqin; Chen Kaiju

doi:doi:10.11648/j.ijla.20200802.18

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Decoding the Mystery Behind the Globalization of Chinese Time-honored Brands -- A Case Analysis of Lao Gan Ma Chili Sauce

Wu Yanqin, Chen Kaiju

Published in International Journal of Literature and Arts (Volume 8, Issue 2)

Received: 27 February 2020 Accepted: 10 March 2020 Published: 31 March 2020

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Abstract

Globalization creates a complexly interrelated arena where multiple local differences converge and compete against each other. With respect to its consequent potential impact on various local cultures, Western dominant cultures have been believed as the ultimate destiny for the modernizing cultures under this fast-changing global context, as is more often proved in business where countless companies in developing nations have been keen on learning from Western business giants in the names of modern enterprise administration or international conventions. An originally underprivileged Chinese brand, Lao Gan Ma Chili Sauce, however, has established an invaluably different developmental route by branding with strong Chinese flavors and exposing itself as a miniature of indigenous cultures, successfully growing into a worldwide Chinese cooperation in the past decades. Decoding the mystery underlying its success therefore of significance in cross-cultural business studies. Applying such cultural theories as cultural identity, symbolic consumption and instinct theory, the present study analyzes the business strategies Lao Gan Ma conducts. The qualitative study in this essay demonstrates that cultural resources of a firm are potentially convertible into its powerful capital in the fierce competing world market. More specifically, a unique cultural identity and certain perceived symbolic values retained by a business corporation can serve as alternative and desirable resources to make that firm, especially one in less affluent societies, a competitive contender in the globalized market system. Besides, enterprises whose products cater to the human inner instinct can enjoy exceptional advantages in their penetration into the global market.

Published in	International Journal of Literature and Arts (Volume 8, Issue 2) This article belongs to the Special Issue Humanity and Science: China’s Intercultural Communication with the Outside World in the New Era
DOI	10.11648/j.ijla.20200802.18
Page(s)	87-92
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2020. Published by Science Publishing Group

Keywords

Globalization, Glocalization, Cultural Identity, Symbolic Consumption, Human Instinct

References

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Wu Yanqin, Chen Kaiju. (2020). Decoding the Mystery Behind the Globalization of Chinese Time-honored Brands -- A Case Analysis of Lao Gan Ma Chili Sauce. International Journal of Literature and Arts, 8(2), 87-92. https://doi.org/10.11648/j.ijla.20200802.18

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Wu Yanqin; Chen Kaiju. Decoding the Mystery Behind the Globalization of Chinese Time-honored Brands -- A Case Analysis of Lao Gan Ma Chili Sauce. Int. J. Lit. Arts 2020, 8(2), 87-92. doi: 10.11648/j.ijla.20200802.18

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AMA Style

Wu Yanqin, Chen Kaiju. Decoding the Mystery Behind the Globalization of Chinese Time-honored Brands -- A Case Analysis of Lao Gan Ma Chili Sauce. Int J Lit Arts. 2020;8(2):87-92. doi: 10.11648/j.ijla.20200802.18

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@article{10.11648/j.ijla.20200802.18,
  author = {Wu Yanqin and Chen Kaiju},
  title = {Decoding the Mystery Behind the Globalization of Chinese Time-honored Brands -- A Case Analysis of Lao Gan Ma Chili Sauce},
  journal = {International Journal of Literature and Arts},
  volume = {8},
  number = {2},
  pages = {87-92},
  doi = {10.11648/j.ijla.20200802.18},
  url = {https://doi.org/10.11648/j.ijla.20200802.18},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijla.20200802.18},
  abstract = {Globalization creates a complexly interrelated arena where multiple local differences converge and compete against each other. With respect to its consequent potential impact on various local cultures, Western dominant cultures have been believed as the ultimate destiny for the modernizing cultures under this fast-changing global context, as is more often proved in business where countless companies in developing nations have been keen on learning from Western business giants in the names of modern enterprise administration or international conventions. An originally underprivileged Chinese brand, Lao Gan Ma Chili Sauce, however, has established an invaluably different developmental route by branding with strong Chinese flavors and exposing itself as a miniature of indigenous cultures, successfully growing into a worldwide Chinese cooperation in the past decades. Decoding the mystery underlying its success therefore of significance in cross-cultural business studies. Applying such cultural theories as cultural identity, symbolic consumption and instinct theory, the present study analyzes the business strategies Lao Gan Ma conducts. The qualitative study in this essay demonstrates that cultural resources of a firm are potentially convertible into its powerful capital in the fierce competing world market. More specifically, a unique cultural identity and certain perceived symbolic values retained by a business corporation can serve as alternative and desirable resources to make that firm, especially one in less affluent societies, a competitive contender in the globalized market system. Besides, enterprises whose products cater to the human inner instinct can enjoy exceptional advantages in their penetration into the global market.},
 year = {2020}
}

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TY  - JOUR
T1  - Decoding the Mystery Behind the Globalization of Chinese Time-honored Brands -- A Case Analysis of Lao Gan Ma Chili Sauce
AU  - Wu Yanqin
AU  - Chen Kaiju
Y1  - 2020/03/31
PY  - 2020
N1  - https://doi.org/10.11648/j.ijla.20200802.18
DO  - 10.11648/j.ijla.20200802.18
T2  - International Journal of Literature and Arts
JF  - International Journal of Literature and Arts
JO  - International Journal of Literature and Arts
SP  - 87
EP  - 92
PB  - Science Publishing Group
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UR  - https://doi.org/10.11648/j.ijla.20200802.18
AB  - Globalization creates a complexly interrelated arena where multiple local differences converge and compete against each other. With respect to its consequent potential impact on various local cultures, Western dominant cultures have been believed as the ultimate destiny for the modernizing cultures under this fast-changing global context, as is more often proved in business where countless companies in developing nations have been keen on learning from Western business giants in the names of modern enterprise administration or international conventions. An originally underprivileged Chinese brand, Lao Gan Ma Chili Sauce, however, has established an invaluably different developmental route by branding with strong Chinese flavors and exposing itself as a miniature of indigenous cultures, successfully growing into a worldwide Chinese cooperation in the past decades. Decoding the mystery underlying its success therefore of significance in cross-cultural business studies. Applying such cultural theories as cultural identity, symbolic consumption and instinct theory, the present study analyzes the business strategies Lao Gan Ma conducts. The qualitative study in this essay demonstrates that cultural resources of a firm are potentially convertible into its powerful capital in the fierce competing world market. More specifically, a unique cultural identity and certain perceived symbolic values retained by a business corporation can serve as alternative and desirable resources to make that firm, especially one in less affluent societies, a competitive contender in the globalized market system. Besides, enterprises whose products cater to the human inner instinct can enjoy exceptional advantages in their penetration into the global market.
VL  - 8
IS  - 2
ER  -

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Author Information

Wu Yanqin

Center of Business Culture and Philosophy of Culture, Institute of Hermeneutics, Guangdong University of Foreign Studies, Guangzhou, China
Chen Kaiju

Center of Business Culture and Philosophy of Culture, Institute of Hermeneutics, Guangdong University of Foreign Studies, Guangzhou, China

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APA Style

Wu Yanqin, Chen Kaiju. (2020). Decoding the Mystery Behind the Globalization of Chinese Time-honored Brands -- A Case Analysis of Lao Gan Ma Chili Sauce. International Journal of Literature and Arts, 8(2), 87-92. https://doi.org/10.11648/j.ijla.20200802.18

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ACS Style

Wu Yanqin; Chen Kaiju. Decoding the Mystery Behind the Globalization of Chinese Time-honored Brands -- A Case Analysis of Lao Gan Ma Chili Sauce. Int. J. Lit. Arts 2020, 8(2), 87-92. doi: 10.11648/j.ijla.20200802.18

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AMA Style

Wu Yanqin, Chen Kaiju. Decoding the Mystery Behind the Globalization of Chinese Time-honored Brands -- A Case Analysis of Lao Gan Ma Chili Sauce. Int J Lit Arts. 2020;8(2):87-92. doi: 10.11648/j.ijla.20200802.18

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@article{10.11648/j.ijla.20200802.18,
  author = {Wu Yanqin and Chen Kaiju},
  title = {Decoding the Mystery Behind the Globalization of Chinese Time-honored Brands -- A Case Analysis of Lao Gan Ma Chili Sauce},
  journal = {International Journal of Literature and Arts},
  volume = {8},
  number = {2},
  pages = {87-92},
  doi = {10.11648/j.ijla.20200802.18},
  url = {https://doi.org/10.11648/j.ijla.20200802.18},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijla.20200802.18},
  abstract = {Globalization creates a complexly interrelated arena where multiple local differences converge and compete against each other. With respect to its consequent potential impact on various local cultures, Western dominant cultures have been believed as the ultimate destiny for the modernizing cultures under this fast-changing global context, as is more often proved in business where countless companies in developing nations have been keen on learning from Western business giants in the names of modern enterprise administration or international conventions. An originally underprivileged Chinese brand, Lao Gan Ma Chili Sauce, however, has established an invaluably different developmental route by branding with strong Chinese flavors and exposing itself as a miniature of indigenous cultures, successfully growing into a worldwide Chinese cooperation in the past decades. Decoding the mystery underlying its success therefore of significance in cross-cultural business studies. Applying such cultural theories as cultural identity, symbolic consumption and instinct theory, the present study analyzes the business strategies Lao Gan Ma conducts. The qualitative study in this essay demonstrates that cultural resources of a firm are potentially convertible into its powerful capital in the fierce competing world market. More specifically, a unique cultural identity and certain perceived symbolic values retained by a business corporation can serve as alternative and desirable resources to make that firm, especially one in less affluent societies, a competitive contender in the globalized market system. Besides, enterprises whose products cater to the human inner instinct can enjoy exceptional advantages in their penetration into the global market.},
 year = {2020}
}

Copy | Download

TY  - JOUR
T1  - Decoding the Mystery Behind the Globalization of Chinese Time-honored Brands -- A Case Analysis of Lao Gan Ma Chili Sauce
AU  - Wu Yanqin
AU  - Chen Kaiju
Y1  - 2020/03/31
PY  - 2020
N1  - https://doi.org/10.11648/j.ijla.20200802.18
DO  - 10.11648/j.ijla.20200802.18
T2  - International Journal of Literature and Arts
JF  - International Journal of Literature and Arts
JO  - International Journal of Literature and Arts
SP  - 87
EP  - 92
PB  - Science Publishing Group
SN  - 2331-057X
UR  - https://doi.org/10.11648/j.ijla.20200802.18
AB  - Globalization creates a complexly interrelated arena where multiple local differences converge and compete against each other. With respect to its consequent potential impact on various local cultures, Western dominant cultures have been believed as the ultimate destiny for the modernizing cultures under this fast-changing global context, as is more often proved in business where countless companies in developing nations have been keen on learning from Western business giants in the names of modern enterprise administration or international conventions. An originally underprivileged Chinese brand, Lao Gan Ma Chili Sauce, however, has established an invaluably different developmental route by branding with strong Chinese flavors and exposing itself as a miniature of indigenous cultures, successfully growing into a worldwide Chinese cooperation in the past decades. Decoding the mystery underlying its success therefore of significance in cross-cultural business studies. Applying such cultural theories as cultural identity, symbolic consumption and instinct theory, the present study analyzes the business strategies Lao Gan Ma conducts. The qualitative study in this essay demonstrates that cultural resources of a firm are potentially convertible into its powerful capital in the fierce competing world market. More specifically, a unique cultural identity and certain perceived symbolic values retained by a business corporation can serve as alternative and desirable resources to make that firm, especially one in less affluent societies, a competitive contender in the globalized market system. Besides, enterprises whose products cater to the human inner instinct can enjoy exceptional advantages in their penetration into the global market.
VL  - 8
IS  - 2
ER  -

Copy | Download