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Production Matters: Consumerism And Global Capitalism In Vietnam

In: Anthropological Perspectives on Economic Development and Integration

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  • Elizabeth F Vann

Abstract

This essay examines a common assertion among middle-class shoppers in Ho Chi Minh City, Vietnam, that place of manufacture, rather than brand markers, largely determines the quality of goods. For shoppers in Ho Chi Minh City, unity of place, people, raw materials, and trade secrets at the source – a corporation’s home country – is essential to the production of high quality goods. This stands in contrast to the brand logic through which corporations outsource their production presumably without compromising product quality. By privileging production sites over brands, shoppers in Ho Chi Minh City interpret the recent increase of famous foreign brand name goods in Vietnam as an increase of domestic, rather than foreign goods.

Suggested Citation

  • Elizabeth F Vann, 2003. "Production Matters: Consumerism And Global Capitalism In Vietnam," Research in Economic Anthropology, in: Anthropological Perspectives on Economic Development and Integration, pages 225-257, Emerald Group Publishing Limited.
    • Handle: RePEc:eme:reanzz:s0190-1281(03)22008-4
    DOI: 10.1016/S0190-1281(03)22008-4
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