Marketing's Third Paradigm: Guanxi

Tim Ambler

126 citations0/0 files storedLondon Business School Review

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Marketing and Advertising Strategies Cultural Differences and Values Global and Cross-Cultural Management

Abstract

Greater China, with nearly one quarter of the world's population and one of the fastest rates of economic growth, is attracting the attention of practitioners and academics alike. The distances of culture, language and geography do not facilitate understanding of marketing practices and ways of thinking. This article argues that the three basic marketing paradigms are the same but their order of precedence in the minds of Chinese business people is the reverse of those in the West.

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2008Power, conflict, and cooperation: The impact of guanxi in Chinese marketing channels 2013Guanxi , social capital theory and beyond: toward a globalized social science 2000Relationship marketing the Chinese way 2002Learning from overseas venturing experience 2011Guanxi practice and Chinese buyer–supplier relationships: The buyer's perspective 1999Endogenous business networks 2001Does Relationship Marketing Age Well?2017Managing customer relationships in the emerging markets – guanxi as a driver of Chinese customer loyalty

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