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Early history and distribution of trade ceramics in Southeast Asia

Early history and distribution of trade ceramics in Southeast Asia PurposeThis article investigates the history and distribution of trade ceramics in Southeast Asia over a thousand year period stretching from the 9th to the early 19th century CE. Design/methodology/approachThe study takes a material culture approach to the writing of marketing history by researching the ceramics trade from the starting point of artifacts and their social context. It draws from literatures on Chinese and Southeast Asian ceramics art history and archaeology. It also is informed by first-hand experience inspecting surviving artifacts in shops, talking to dealers, and taking in museum displays. FindingsAfter a brief historical overview of the ceramics trade in Southeast Asia, the research further explores topics in physical distribution (transportation routes, hubs, and local marketplaces; ships, cargo, and packing) and product assortments, adaptation, and globalization of consumer culture. Research limitations/implicationsThe art history and archaeological literatures provide a good overview of the ceramics trade and analysis of surviving material artifacts, but only limited information about distribution and consumption. Many questions remain unanswered. Originality/valueThis study contributes to international business and marketing history by documenting a thousand years of trade among China, mainland, and insular Southeast Asia, and a long-standing cultural exchange facilitated by seaborne commerce. It also shares a marketing perspective with the fields of Southeast Asian art history and archaeology. Research in marketing history has neglected this region. To fully understand the development of marketing in the pre-industrial era, accounts from civilizations outside the West must be included. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Early history and distribution of trade ceramics in Southeast Asia

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-750X
DOI
10.1108/JHRM-07-2015-0026
Publisher site
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Abstract

PurposeThis article investigates the history and distribution of trade ceramics in Southeast Asia over a thousand year period stretching from the 9th to the early 19th century CE. Design/methodology/approachThe study takes a material culture approach to the writing of marketing history by researching the ceramics trade from the starting point of artifacts and their social context. It draws from literatures on Chinese and Southeast Asian ceramics art history and archaeology. It also is informed by first-hand experience inspecting surviving artifacts in shops, talking to dealers, and taking in museum displays. FindingsAfter a brief historical overview of the ceramics trade in Southeast Asia, the research further explores topics in physical distribution (transportation routes, hubs, and local marketplaces; ships, cargo, and packing) and product assortments, adaptation, and globalization of consumer culture. Research limitations/implicationsThe art history and archaeological literatures provide a good overview of the ceramics trade and analysis of surviving material artifacts, but only limited information about distribution and consumption. Many questions remain unanswered. Originality/valueThis study contributes to international business and marketing history by documenting a thousand years of trade among China, mainland, and insular Southeast Asia, and a long-standing cultural exchange facilitated by seaborne commerce. It also shares a marketing perspective with the fields of Southeast Asian art history and archaeology. Research in marketing history has neglected this region. To fully understand the development of marketing in the pre-industrial era, accounts from civilizations outside the West must be included.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: May 16, 2016

References

  • Ship and boats as archaeological source material
  • Ayutthaya rising: from land or sea?