Guanxi Relationship Marketing in a Chinese Context

Develop a network of successful business relationships in China!This systematic study of the Chinese concept of guanxi--broadly translated, ”personal relationship” or ”connections”--offers a comprehensive social and professional model for doing business in China. In addition to a clear analysis of the origins and meanings of this vital concept, Guanxi: Relationship Marketing in a Chinese Context empowers you with practical tools for establishing guanxi in order to facilitate successful business relationships. Guanxi is based on an original research study as well as the authors’twenty years of experience of doing business in China. Their understanding of the implications of face, favor, reciprocity, honor, and interconnectedness--all vital parts of guanxi--will enable you to understand the unstated assumptions of Chinese business culture. Moreover, the book discusses the legal implications of guanxi as well as cultural expectations.This valuable handbook offers a wealth of information on guanxi: case studies of guanxi in action managerial implications of saving face and reciprocity measuring guanxi quality and performance indicators step-by-step instructions for building guanxi detailed strategies for penetrating the Chinese marketGuanxi is an indispensable tool for anyone wanting to do business in China, for students of international business or Chinese culture, and for scholars interested in international business culture.

Contents Foreword Preface Acknowledgments Chapter 1. Introduction Research Background Research Objectives Conceptual Framework and Research Boundary Justifications for This Research Methodology Definitions of Special Terms Limitations of the Research Study Outline Summary and Conclusion Chapter 2. Literature Review: Western Views Introduction Western Views Summary and Conclusion Chapter 3. Literature Review: Chinese Views Introduction Chinese Views Relationship Rules Comparison of Western and Chinese Views Contrast Between Western and Chinese Views Holistic Conceptualization of Relationship and Research Questions Summary and Conclusion Chapter 4. Guanxi Context and Constructs Introduction Analysis of the Environmental Context in the PRC Guanxi Model Constructs Interaction of Guanxi Constructs Summary and Conclusion Chapter 5. Theoretical and Practical Aspects Introduction Implications for Theoretical Framework Development Positive Functions of Guanxi Guanxi Perspectives Managerial Implications Conclusion Chapter 6. A Comprehensive Model Guanxi Model Case Study: Pattern Development According to Proposed Guanxi Model Research Summary and Conclusion Appendix A: Literature Review Introduction Gaps in existing Literature How the Research Gaps are Linked with the Rest of This Study Summary of Research Questions Appendix B: Research Design and Methodology Major Research Approach Methodology Survey Design Appendix C: Analysis of Data and Results Data Analysis In-Depth Interviews Case Study Bibliography Index Reference Notes Included