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| Author: | Wong, Y. H. Chan, R. Y. |
| Title: | Relationship marketing in China: Guanxi, favouritism and adaptation |
| Journal: | Journal of Business Ethics
1999 : NOV, VOL. 22:2 / I, p. 107-118 |
| Index terms: | Relationship marketing Asia |
| Language: | eng |
| Abstract: | One of the hot research topics today is relationship marketing. However, little research has been carried out in understanding the complex concepts of Guanxi (relationship) in a Chinese society. This research describes a study to operate the constructs of guanxi and explores the importance of guanxi in relationship development in order to present a new Guanxi framework. A study of both Western and Chinese literature provides foundations of the Guanxi perspectives. |
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