1st Edition

Guanxi Relationship Marketing in a Chinese Context

By Erdener Kaynak, Y.H. Wong, Thomas Leung Copyright 2001
    244 Pages
    by Routledge

    244 Pages
    by Routledge

    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 market
    Guanxi 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.

    • 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


    Kaynak, Erdener; Wong, Y.H.; Leung, Thomas