Date of Award:


Document Type:


Degree Name:

Doctor of Philosophy (PhD)




David Hailey


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.