Forum mit Prof. Caroline Humphrey in München: Brands and Mediators: Instabilities of Trade at the Russia-China-Border

28.10.2014 (18:00 - 20:30)

The paper discusses small-scale traders operating across the northeast China-Russia border in the context of the global economy. It outlines the difficulties faced by Chinese traders in Russia and the important role of mediators in making them cultural and socially acceptable. Just as important is the mediators aid in rendering the goods attractive to consumers. This is done by a creative process of branding, using both global and local brand-names. It is argued that branding is a cultural activity affecting production as well as marketing and that it is central to "globalisation from below" - i.e. low value yet mass-scale international trade