Guanxi : Relationship Marketing in a Chinese Context

ISBN-13: 9780789012890 / Angielski / Twarda / 2001 / 248 str.

Y. H. Wong

Opis

Wong and Leung (both professors of marketing, Hong Kong Polytechnic U.) present a model of marketing for Westerners based on the Chinese concept of guanxi, which can be loosely translated as personal relationship or connections. After comparing and contrasting Western and Chinese models of marketing, they offer a methodology, which melds por

Spis treści

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

O autorze

Kaynak, Erdener; Wong, Y.H.; Leung, Thomas