Adaptation and the Relationship Building Process in the People's Republic of China (PRC)

Thomas K. P. Leung · Jackie L.M. Tam

48 citations0/0 files storedJournal of International Consumer Marketing

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Global and Cross-Cultural Management International Business and FDI Customer Service Quality and Loyalty

Abstract

This research attempts to use the interaction process elements within the IMP group Interaction Approach together with distinct Chinese cultural factors to explain the relationship building process in the PRC market. In addition, the adoption process is also investigated. Findings indicate that "Guanxi" relationship or the "Old Friend" approach is of paramount importance in the relationship marketing strategy to the PRC. A "G.A.I.O." framework is proposed to help marketers to build up "Guanxi" relationship with their prospective counterparts in the PRC.

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2001A model of close business relationships in China (guanxi)2005Is Guanxi (relationship) a bridge to knowledge transfer?1999Relationship Marketing in China: Guanxi, Favouritism and Adaptation 2005The roles of xinyong and guanxi in Chinese relationship marketing 1998The difference between Chinese and Western negotiations 2004Relationship stability and supplier commitment to quality 2000Mapping relationships in China: guanxi dynamic approach 2000Out of the Mouths of Babes: Business Ethics and Youths in Asia

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