Marketing via Shangbangs (Chinese business networks)

What is it about?

This study applies the Critical Historical Research Method to scrutinize a particular business network that thrived in pre-1949 (1840-1949) China, where relatively free markets and marketing practices existed (compared to 1949-1979 China). As informal region-based, profession-based, project-based, special-product-based, or mixed marketing networks, Shangbangs relied on ‘flexible specialization’ and coupled business and social needs between multiple stakeholders. They smoothed the marketing of goods, services, business organizations, specific social values, and, when necessary, the debranding of business rivals.

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