Guanxi: Relationship Marketing in a Chinese Context

Abstract

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

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