Guanxi : Relationship Marketing in a Chinese Context by Y. H. Wong, Thomas K. P. Leung

By Y. H. Wong, Thomas K. P. Leung

Enhance a community of winning company relationships in China!This systematic examine of the chinese language suggestion of guanxi--broadly translated, ”personal dating” or ”connections”--offers a complete social version for doing enterprise in China. as well as a transparent research of the origins and meanings of this very important suggestion, Guanxi: courting advertising and marketing in a chinese language Context empowers you with functional instruments for setting up guanxi with a view to facilitate winning enterprise relationships. Guanxi relies on an unique study learn in addition to the authors’twenty years of expertise of doing enterprise in China. Their realizing of the consequences of face, desire, reciprocity, honor, and interconnectedness--all important elements of guanxi--will help you comprehend the unspoken assumptions of chinese language company tradition. in addition, the booklet discusses the felony implications of guanxi in addition to cultural expectations.This beneficial instruction manual deals a wealth of knowledge on guanxi: case experiences of guanxi in motion managerial implications of saving face and reciprocity measuring guanxi caliber and function signs step by step directions for construction guanxi exact recommendations for penetrating the chinese language marketGuanxi is an vital device for an individual eager to do enterprise in China, for college students of foreign company or chinese language tradition, and for students attracted to overseas enterprise tradition.

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The TCA approach has mainly been used to explain the complex aspects of economic behavior. TCA provides the concept of oppor- tunism but is unable to support the argument of close cooperation because minimum transaction costs may mean greater opportunism and a decrease in the number of transactions. In the real world, most transactions are not “economic,” and a minimum number of transactions does not mean maximum efficiency. The aim of this research is to provide an explanation for why there is a tendency toward opportunistic behavior.

The concept, role, and impact of guanxi in relationship marketing. This research examines the importance of guanxi in China and how businesspeople build up effective guanxi with their trading partners. The research justifications are, first, to develop a theoretical model to explain complex behavior; second, to provide practical tools to understand and analyze the concept of guanxi; and third, to contribute to the knowledge of global marketing. 2. Chapter Organization and Research Structure Chapter One: Introduction ⇓ Chapters Two and Three: Literature Review Western Views TCA Social Exchange Interaction Chinese Views Renqing Defense Post-Confucian Work Dynamic • • • • • Relationship Rules Interaction Approach Comparison Contrast Holistic Conceptualization Identify Research Gaps ⇓ Chapter Four: Guanxi Context and Constructs Question Analysis of Guanxi Research Environment Model Questions - SPACE Model - Constructs - Major Questions - Interactions - Subquestions ⇓ Chapters Five and Six: Use of the Model Implications - Theoretical Developments - Managerial Aspects GUANXI MODEL • Summary • Contributions • Future Research Recommendations Chapter 2 Literature Review: Western Views INTRODUCTION This chapter is concerned with identifying the characteristics of Western approaches to the features of relationships.

It shows that Western cultures prefer individual performance. It may be that Westerners do not easily trust others, so they prefer to perform tasks themselves. In most business encounters they give less emphasis to personal relationships and focus on the task. In negotiating with other cultures, Westerners do not give priority to personal relationships. Many Westerners like to do business over the phone, and are not really interested in meeting their clients face to face. 2. Value Index of Hofstede’s Five Dimensions in Western Cultures Power Distance Individualism Masculinity Uncertainty Avoidance Long-Term Orientation Australia 36 90 61 51 31 Great Britain 35 89 66 35 25 United States 40 91 62 46 29 Average 37 90 63 44 28 Dimension the personal rapport essential to establishing a business relationship (Elashmawi and Harris 1993).

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