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Marketing Death: Culture and the Making of a Life Insurance Market in China

Author

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  • Shun-ching Chan, Cheris

    (University of Hong Kong)

Abstract

When the topic of death is a taboo subject to a population, how can life insurance companies create a market for their business? In Marketing Death, Cheris Shun-ching Chan examines the development of the life insurance market in China to address how culture impacts economic practice. Based on an extensive ethnographic study of various life insurance companies in China, Chan found a clear disparity in the way transnational and domestic life insurers dealt with local resistance to the idea of insuring against early death. While the transnational insurers attempted to remove this resistance by introducing new concepts about risk management, the locally-founded insurers redefined these concepts as money management to avoid the taboo subject. The domestic players' strategies proved to be more effective, but conflicted with the profit-oriented institutional logic of life insurance in the Chinese context. Having learned a lesson from significant losses, the domestic insurers eventually collaborated with their transnational counterparts to create a risk-management market. Nonetheless, local potential buyers, with their ingrained cultural values, continue to negotiate with insurance providers about their preferred product features. Chan argues that the life insurance business is growing rapidly in China despite these incompatible local cultural values largely because insurance practitioners strategically mobilized the local cultural tool-kit to circumvent the resistance. In Chan's account, the interplay of two forms of culture--a shared meaning system on one hand and a repertoire of strategies on the other--has significantly shaped the trajectory of the emergent Chinese market. Marketing Death is the first book to offer an analysis of the emergence of a life insurance market outside of the Euro-American context. It documents the processes and politics by which local cultures shape the way a market is formed and, hence, sheds light on the dynamics through which modern capitalist enterprises diffuse to regions with different cultural traditions. Available in OSO:

Suggested Citation

  • Shun-ching Chan, Cheris, 2012. "Marketing Death: Culture and the Making of a Life Insurance Market in China," OUP Catalogue, Oxford University Press, number 9780195394078.
  • Handle: RePEc:oxp:obooks:9780195394078
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    Cited by:

    1. Long, Yan, 2022. "Selling under stigma: The relational gender dynamics of becoming biolaborers in China," Social Science & Medicine, Elsevier, vol. 305(C).
    2. Cameron, Lindsey D. & Chan, Curtis K. & Anteby, Michel, 2022. "Heroes from above but not (always) from within? Gig workers’ reactions to the sudden public moralization of their work," Organizational Behavior and Human Decision Processes, Elsevier, vol. 172(C).
    3. Dong Chen & Dennis Petrie & Kam Tang & Dongjie Wu, 2020. "Private Information and Misinformation in Subjective Life Expectancy," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 152(3), pages 1061-1083, December.
    4. Sorizo, Reena Beth & Densing, Filjhon & Tura, Regine & Balacy, Garnette Mae, 2016. "Characterizing Life Insurance Marketing: Clients' Perspectives," MPRA Paper 74941, University Library of Munich, Germany, revised 17 Nov 2016.
    5. Chan, Cheris Shun-ching, 2022. "Note from the editor: Global markets and local cultures," economic sociology. perspectives and conversations, Max Planck Institute for the Study of Societies, vol. 23(2), pages 1-4.
    6. Dao, Amy, 2020. "What it means to say “I Don't have any money to buy health insurance” in rural Vietnam: How anticipatory activities shape health insurance enrollment," Social Science & Medicine, Elsevier, vol. 266(C).

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