Share This Article:

Culturally Embedded Mechanism, Guanxi in Marketing

Abstract Full-Text HTML XML Download Download as PDF (Size:417KB) PP. 154-158
DOI: 10.4236/jss.2015.37025    3,450 Downloads   3,921 Views   Citations

ABSTRACT

While it is emphasized in Western on “what you know”, which refers to technological expertise, including the price and quality of tendered product or service, it is emphasized in Confucian societies on “who you know”, which refers to personal connections with the appropriate authorities or individuals. These connections are known in Chinese as guanxi. The present paper attempts to explore the underlying mechanism of guanxi which is culturally embedded onto added value of service quality by examining the construct equivalence of the two concepts between Western relationship marketing and Chinese guanxi. This paper provides an inner view of cultural value which offers insights that should prove helpful to academics in management and related disciplines as well as to practitioners engaged in Chinese business.

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

Wong, M. and Huang, P. (2015) Culturally Embedded Mechanism, Guanxi in Marketing. Open Journal of Social Sciences, 3, 154-158. doi: 10.4236/jss.2015.37025.

References

[1] Berry, L.L. and Parasuraman, A. (1991) Marketing Services: Competing through Quality. The Free Press, New York.
[2] Morgan, R.M. and Hunt, S.D. (1994) The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58, 20-38. http://dx.doi.org/10.2307/1252308
[3] Amber, T. (1994) Marketing’s Third Paradigm: Guanxi. Business Strategy Review, 5, 69-80. http://dx.doi.org/10.1111/j.1467-8616.1994.tb00084.x
[4] Davies, H., Leung, T.K.P., Luk, S.T.K. and Wong, Y. (1995) The Benefits of “Guanxi”. Industrial Marketing Management, 24, 207-214. http://dx.doi.org/10.1016/0019-8501(94)00079-C
[5] Lovett, S., Simmons, L.C. and Kali, R. (1999) Guanxi versus the Market: Ethics and Efficiency. Journal of International Business Studies, 30, 231-247. http://dx.doi.org/10.1057/palgrave.jibs.8490068
[6] Wang, C.L. (2007) Guanxi vs. Relationship Marketing: Exploring Underlying Differences. Industrial Marketing Management, 36, 81-86. http://dx.doi.org/10.1016/j.indmarman.2005.08.002
[7] Cunningham, W.H. and Green, R.T. (1984) From the Editor. Journal of Marketing, 48, 9-10.
[8] Imrie, B.C., Cadogan, J.W. and McNaughton, R. (2002) The Service Quality Construct on a Global Stage. Managing Service Quality, 12, 10-18. http://dx.doi.org/10.1108/09604520210415353
[9] Pearce II, J.A. and Robinson Jr., R.B. (2000) Cultivating Guanxi as a Foreign Investor Strategy. Business Horizons, 31-38. http://dx.doi.org/10.1016/S0007-6813(00)87385-1
[10] Linton (1972)
[11] Chang, T.S. (1986) Social Theory. Giu Liu, Taipei, 239-240.
[12] Wong (2007)
[13] Lee, M.Y. and Ellis, P. (2000) Insider-Outsider Perspectives of Guanxi. Business Horizons, 25-30.
[14] Hwang, K.-K. (1987) Face and Favor: Then Chinese Power Game. American Journal of Sociology, 92, 944-974. http://dx.doi.org/10.1086/228588
[15] Nuang, D.T. (1992) Contemporary Human Relationship and Interaction. LongJian Social Science, 6, 64-67.
[16] Gibb, A. and Li, J. (2003) Organizing for Enterprise in China: What Can We Learn from the Chinese Micro, Small, and Medium Enterprise Development Experience. Future, 35, 403-421. http://dx.doi.org/10.1016/S0016-3287(02)00089-7
[17] Fei, X.T. (1992) From the Soil: The Foundations of Chinese Society (Translated by Gary G. Hamilton and Zheng Wang). University of California Press, Berkeley.
[18] Yang, M.H. (2002)
[19] Yeung, I.Y.M. and Tung, R. (1996) Achieving Business Success in Confucian Societies: The Importance of Guanxi (Connections). Organizational Dynamics, 54-65. http://dx.doi.org/10.1016/S0090-2616(96)90025-X

  
comments powered by Disqus

Copyright © 2020 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.