Marketing and Nationalist Politics: The Case of India and China

Marketing et politiques nationalistes: le cas de l'Inde et de la Chine

Philippe Jourdan () and Jean-Claude Pacitto ()
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Philippe Jourdan: IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel, IAE Paris Est Créteil - Institut d'Administration des Entreprises - Paris Est Créteil - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Jean-Claude Pacitto: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12, IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: Global marketing faces upheavals due to political and cultural transformations, particularly in China and India. These two countries increasingly reject Western values in favor of national models, influencing the perception of international brands. Historically rooted in Anglo-Saxon traditions, marketing must now account for these new dynamics favoring national champions in the luxury and fashion sectors. Furthermore, this rise in economic nationalism challenges the universality of Western products, signaling a profound shift in consumption and communication strategies.

Keywords: Marketing mondial Nationalisme Image de marque Chine Inde Industrie du luxe et de la mode Identité culturelle Stratégie marketing Marques locales vs marques globales Global marketing Nationalism Branding China India luxury and fashion industry Cultural identity Marketing strategy Local vs global brands; Marketing mondial; Nationalisme; Image de marque; Chine; Inde; Industrie du luxe et de la mode; Identité culturelle; Stratégie marketing; Marques locales vs marques globales Global marketing; Nationalism; Branding; China; India; luxury and fashion industry; Cultural identity; Marketing strategy; Local vs global brands (search for similar items in EconPapers)
Date: 2025-01-23
New Economics Papers: this item is included in nep-cna
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Published in 24th International Marketing Trends Conference, IMTC, Jan 2025, Venise, France

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