Cross Cultural Management: An International Journal

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Cross Cultural Management: An International Journal
Emerald Article: Managing Relationship Marketing: A cross-cultural perspective of a Chinese Market Len Tiu Wright

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To cite this document: Len Tiu Wright, (1996),"Managing Relationship Marketing: A cross-cultural perspective of a Chinese Market", Cross Cultural Management: An International Journal, Vol. 3 Iss: 2 pp. 32 - 39 Permanent link to this document: http://dx.doi.org/10.1108/eb008408 Downloaded on: 24-01-2013 To copy this document: permissions@emeraldinsight.com This document has been downloaded 164 times since 2008. *

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Len Tiu Wright, (1996),"Managing Relationship Marketing: A cross-cultural
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Confucianism is strong in its support of obedience to authority and the importance of good family relationships so that the principle of whom you know in China has a philosophical basis and is not associated with club membership which is what the term refers to in the West. Chinese 'Guanxi' or 'connections' represents a system of cultivations of personal relationships. 'Whom you know3 in social, political and economic life is important since help or a favour given carries with it an implicit recognition that the person assisted might have to return the help given in the future if it is within his or her ability and jurisdiction to do so. Guanxi ties are those of implicit assurances, obligations and understanding between individuals. For example, the value of strong family ties and a social system of getting things done according to 'who one knows' has meant that the building of long-term relationships and trust are central to the way in which people conduct relationships. Also, the costs in management can be lower since there is already an acceptance of the fundamental importance of building trust in relationships and co-operation between people.

levels, economic reforms have raised expectations at the lower levels. Relationship marketing defined The focus on the value of establishing and
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