Marketing On Christmas Gift Exchange And Asymmetrical Business Relations By Jeannette Lemmergaard, And Sara Louise Muhr

1320 WordsOct 13, 20166 Pages
This paper looks at the gift giving tradition between the Natives and the Europeans. Carlos and Lewis’s “Marketing in the Land of Hudson Bay” article explains in great detail the strategies used by the Hudson Bay Company to develop a trading relationship with the Natives, as well as the trends in trading. The article also elucidates that in order to understand its customer’s culture and demands, the Hudson Bay Company participated in Native traditions one of which was to present gifts to Native traders before the actual trading. As the importance of this tradition is emphasized in the article as well as the data presented, this paper aims to explore the influence of receiving gifts on trade between the two parties. Gift exchange is a common practice among many countries and many professions. The economists look at gifts as an incentive to increase productivity. This theory is tested and proved in the following two articles. The article “Regarding gifts—on Christmas gift exchange and asymmetrical business relations” by Jeannette Lemmergaard, and Sara Louise Muhr, focuses on the impression the company gifts can make on the business partners during Christmas. The authors argue that corporate gift exchange between business partners at Christmas is an attempt to build personal relationships, as a gift represents social and cultural value than just the economic value. The article extensively investigates the regard and obligation phenomenon, which is explained in the article as:

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