Old Teachings, New Marketing Strategies, and Hollywood’s Industry: The Cultural Conflicts between the U.S. and China

Abstract

This study aims at identifying the connecting and disconnecting points between American and Chinese culture stemming from marketing strategies and their adaptation. It shows in particular that some Chinese literary masterpieces, including Sun Tzu’s The Art of War, can be considered as starting point and as inspiration for American financial strategy, business attitude and general approach to the American mentality and lifestyle. The objective of this research is to explain how the teachings contained in such works represent the cornerstones that inspired American successful entrepreneurial spirit and why they are considered now the key for American marketing approach to China and its enigmatic culture, especially through the translation of brands into Chinese language. The study then investigates the economic factors and cultural influences that China exercised over U.S. Film Industry, by focusing on the economic and cultural reasons why Hollywood decided, or rather, was forced to accept financing from China in order to expand (and save) their Film Industry and why Chinese film production companies chose to invest in this business to learn the know-how needed to produce successful films in China. The research concludes with a comparison between the American Dream and the Chinese Dream and their origins.