Feng shui: traditional rituals impacting business
Australian and New Zealand Marketing Academy
Place of Publication
Rituals and their associated behaviour have long been used to define the cultural identity of a community throughout history. This paper explores the importance of ritual with a focus on the practice of Feng Shui. It introduces this traditional belief, explores its impact on contemporary business practices and discusses the importance of this lingering tradition in ascribing individual identity and business behaviour. The paper presents preliminary findings from a qualitative study into the use of Feng Shui in the retail setting and discusses the core elements of this ritualistic behavior. Results from interviews across four different Asian countries provide insights into the lingering impact of this lost tradition and the importance it plays in the creation of value for the business proprietors who practice it.