East meets West: Toward a theoretical model linking guanxi and relationship marketing

This conceptual study critically examines the separate concepts of guanxi and relationship marketing, explores the differences between the two approaches, and proposes innovative linkages between them. Chinese guanxi develops relationships at the inter-personal level, whereas relationship marketing develops relationships at the inter-organizational level. Both concepts are well known, but a dearth of critical comparison remains in academic literature, even though evidence suggests that managers can use the linkages between the approaches to improve customer recruitment and retention. Through a critical review and synthesis of prior research on guanxi and relationship marketing, this study proposes a novel theoretical model that links guanxi and relationship marketing and develops theoretical and managerial implications of such linkages. As such, this study offers new and valuable insights and benefits for Asian firms, which employ only guanxi-type relationships.     

Marketing channel relationships in China: A review and integration with an institution-based perspective

Because marketing channel research is predominantly conducted in the Western world, marketing channel theories and practices may not be generalizable to Chinese markets. Despite the rapid growth of Chinese economies and their increasing importance to the global economy, our understanding of marketing channels in China is limited. This research reviews and integrates studies of marketing channels in the Chinese context. From an institution-based perspective, we develop a set of propositions focusing on issues such as guanxi, trust and dependence. We explore the impact of Chinese institutional environments (regulatory, normative and cultural) on marketing channels. Lastly, we offer suggestions to help firms adapt their channel operations to Chinese markets.     

Validating new product creativity in the eastern context of Malaysia

This paper examines the etic vs. emic nature of the new product creativity (NPC) construct often used in the strategic marketing and management literatures. The current study compares the NPC measure developed by Im and Workman (2004) in the West in an Eastern context by utilizing data from 172 Malaysian companies. The results show that NPC, which is the combination of new product (NP) novelty and NP meaningfulness, has a different connotation in Malaysia. The findings demonstrate that from the novelty perspective NPC is an emic phenomenon. After the construct validation process, the Western claim that NPC is a seed of firm performance is tested. The results verify NPC's relationship with NP performance as a source of competitive advantage for Malaysian firms and thus suggest that this relationship is etic in nature. These findings have significant implications for firms' global innovation strategies.     

Rethinking guanxi and performance: Understanding the dark side of Sino–U.S. business relationships

Previous studies on guanxi (關係) have focused on how guanxi contributes positively to business relationships, without addressing the pivotal role that guanxi plays in managing the dark-side of business relationships. To address this knowledge gap, this study specifically investigates guanxi’s influence on conflict, opportunism, and switching intention in Sino–U.S. business relationships and examines how guanxi mediate the positive effect of performance as well as the negative effect of uncertainty on such dark-side constructs. Drawing on data from over 270 Chinese firms, the findings reveal that guanxi is undermined by relationship uncertainty but enhanced by performance, guanxi also reduces the dark-side of Sino-US business relationships. Chinese buyers’ guanxi with U.S. suppliers significantly lessens their switching intention, opportunistic behavior, and the perceived levels of conflict in Sino-US relationships. The findings explain how guanxi is employed as a tool to reduce the burden associated with the dark-side of business relationships and give relevant implications.     

A causal analysis of the role of institutions and organizational proficiencies on the innovation capability of Chinese SMEs

We attempt to advance the existing narrative about the role of local institutions vis-à-vis the organizational capabilities of Chinese SMEs, and the influence of such linkages on the innovation capability of these firms. Specifically, we complement recent work by investigating the impact of macro- as well as micro-level aspects of Chinese institutions (Government support; Guanxi) on the ‘Improvisation’ and ‘Learning’ capabilities of Chinese SMEs and, ultimately, these firms’ innovation capability. Our conceptual arguments are embedded in Institutional, Organizational learning, and Resource-based theories. We isolate, unpack, and discuss several inter-related, yet distinct, causal mechanisms that ultimately influence Chinese SMEs’ innovation capability development. Based on a Partial Least Squares analysis of more than 200 firms, we find empirical support for all six hypotheses which represent the above-mentioned relationships. Our findings offer insights pertaining to: (1) the relative impact of institutional versus firm-specific factors in developing organizational proficiencies, (2) the mapping of macro- and micro-level institutional effects on organizational proficiencies, and (3) the relative effect of organizational proficiencies on innovation performance.     

Performance implications of market orientation,marketing resources,and marketing capabilities

Abstract

Drawing on the competitive capability theory, this paper examines how market orientation, marketing resources, and marketing capabilities contribute to firm performance. The empirical results show that being market oriented influences the level of marketing resources firms possess and the capability to deploy such resources. The findings show marketing resources and marketing capabilities are significant drivers of firm performance, and their impact is greater when they are complementary to each other.     

An Exploratory Study of Chinese Motives for Building Supervisor–Subordinate Guanxi

Despite the growing number of studies on supervisor–subordinate guanxi in Chinese society, there is a paucity of research on its antecedents. The purpose of this study was to determine Chinese people’s motives for building supervisor–subordinate guanxi. We interviewed 60 Chinese employees and found evidence that most of the respondents attached importance to building supervisor–subordinate guanxi. Their motives for building this guanxi spanned a wide range of issues, from personal benefits to other-oriented and organizational concerns. From the data we collected, we developed a preliminary model of the decision to build supervisor–subordinate guanxi.     

中国本土文化环境下的商务"关系":一项探索性研究

Recently, guanxi has become one of the hottest topics in domestic academia. Although relationship and guanxi are the same in Chinese characters, significant differences exist between the “relationship” in the western academic context and what Chinese people are familiar with, the Chinese “guanxi”. The indiscriminate imitation of the western relationship marketing in China neglecting the Chinese native culture context is detrimental to a true and thorough understanding of the Chinese relationship marketing practice. Therefore, it is of great significance to conduct research on guanxi in the Chinese native commercial context. Based on domestic and foreign literature review, this paper uses a qualitative research method including content analysis and focus group to get a thorough understanding of guanxi both from the academia and from the practitioners, followed by quantitative analysis methods including questionnaire investigation and factor analysis to develop a native commercial guanxi concept scale. After comparison of the qualitative and quantitative research results, an integrated guanxi concept system is built, which lays foundation for the future guanxi research. __________ Translated and revised from Yingxiao kexue xuebao 营销科学学报 (Journal of Marketing Science), 2006, 9(1): 1–14     

An Exploration of Factors Influencing Inward Technology Licensing Performance

This article describes an exploratory study of firms' performance in the use of technology licensed from foreign non-affiliate companies. It focuses on identifying the factors that distinguish between licensee firms with high and low performance. The results suggest that a firm's internal distictive competencies in manufacturing and marketing; and mangers' perceived costs and bengits of inward licensing significantly explain the firm's performance in the use of licensed technology.     

An Integrated B2B Guanxi Model: A Taiwan Perspective

Abstract

Due to the uniqueness of Chinese culture, relationship marketing cannot be interpreted directly from the extant theories developed in Western society. Using qualitative research, the study constructed an integrated model of B2B gaunxi and proposed seven observations through the interviews with Taiwanese small and medium enterprises. The proposed model describes a complete process of building guanxi with five levels: evaluation of the target firm, channels for building guanxi, exchange of B2B guanxi, evaluation of guanxi quality, and evaluation of guanxi performance, which can be applied for developing business relationships in China. The use of interviewees’ real dialogs provides a “hands on/real world” view of the role of guanxi for building and maintaining business relationships, which have here-to-fore been treated in comparatively esoteric ways.     

Firm competencies on market entry success: Evidence from a high-tech industry in an emerging market

This study explores the effects of three firm competencies, namely, business network, new product development (NPD), and marketing management on market entry success of a high-tech industry in an emerging market. Business network encompasses research and development (R&D) partnership, inter-organizational network, and government relationship (guanxi). NPD consists of R&D capability and product process innovation, while marketing management encompasses distribution channel, promotion, branding, and information management. Using data from 55 biopharmaceutical multinational companies in China, this study applies structural equation modeling technique with confirmatory factor analysis for testing and estimating relationships. We find that only marketing directly influences entry success, whereas the other two yield indirect effects. Our study also suggests the critical role of business network as a prerequisite for entry process. Simultaneously, NPD serves as the driving force of marketing through the creation of product competitiveness.     

Impact of institutional quality on the capital structure of firms in developing countries

This paper investigates the effects of institutional quality on firms' capital structure for a panel of 3891 firms from 23 developing countries. Our main findings for the full panel show institutional quality has a significantly positive effect on firms' capital structure. At the regional level, based on the panel data for 2187 firms from Asian countries and 1091 firms from Latin American and Eastern European countries, institutional quality has a significantly positive effect on capital structure. However, for the 613 firms from African countries, institutional quality is mostly insignificant. Additional analysis reveals positive effects of legal enforcement on capital structure.     

Does context matter for sustainability disclosure? Institutional factors in Southeast Asia

Corporate sustainability is a dynamic, socially constructed concept. Relatedly, to understand the variations in the disclosure of corporate sustainability activities across countries, we need to inherently explore their underlying sociopolitical contexts. At present our understanding in this regard, is deficient. We respond to this extant research gap by adopting a multi‐country approach to investigate the relationship between countries' institutional environments and firms' sustainability disclosure (SD) practices, across six countries in the Southeast Asian region. Our findings reflect a common focus of Southeast Asian firms on community and human resources (HRs) related disclosures. Nevertheless, nuanced differences in their overall SD levels confirm the influence of differing legal, normative, and sociocultural systems in engendering greater disclosure and transparency at a national level. By quantifying the institutional environment and identifying external influencing factors, our study provides a useful framework grounded in neo‐institutional theory to widen the existing understanding of how institutional pressures can be measured and compared across different contexts.     

Building innovation capability: The role of top management innovativeness and relative-exploration orientation

Firms strive to develop innovation capabilities that help them achieve competitive advantage in the marketplace. This paper shows that managers can contribute to firms' innovation capabilities by involving themselves directly. Based on a unique multi-source (shareholder letters, COMPUSTAT, and World Bank Database) dataset covering 335 firms over nine years, empirical analysis reveals that top managers' innovativeness makes them more likely to adopt exploration orientation over exploitation orientation in innovation. This relative-exploration orientation is a key mediator that can transform top managers' innovativeness into better financial performance, and the effectiveness of this mediating role is contingent on a firm's resources and the industry environment.     

Do marketing capabilities consistently mediate effects of firm intangible capital on performance across institutional environments?

This study examines whether marketing capabilities consistently mediate intangible capital on performance across institutional environments. A partial test of resource-advantage theory is conducted, examining the relationship between four intangible capital elements on marketing capabilities and consequent firm performance. The results, based upon samples of 239 importers in Japan and the U.S., indicate that human capital and relational capital influenced marketing capabilities, and that marketing capabilities influenced performance similarly across institutional environments. Organizational capital, however, was found to only influence marketing capabilities for U.S. importers. Furthermore, our results indicate full mediation in both samples. Implications for academics and practitioners are presented.     

The influence of guanxi on physical distribution service quality availability in e-commerce sourcing fashion garments from China

The purpose was to investigate the influence of guanxi (personal relationships) on availability within physical distribution service quality (PDSQ) for sourcing high street fashion garments from China via e-commerce. The research reviewed articles on guanxi and although it is still widely considered important its contribution and nature appears to be changing as Chinese business practises and sourcing policy have matured over time. Qualitative research was used in two Chinese based case study companies with detailed access through semi structured face-to-face and telephone interviews. The findings suggest that personal relationships through guanxi can facilitate e-commerce availability of fashion product, particularly where there is limited lead time in the sourcing activity, although its form and application in each case study company and their respective supply network was not as widespread as had been previously reported. The form of guanxi was observed as personal relationships but some aspects of co-operative relationships were also found. Since the paper is based on a phenomenological ontology the findings are largely exploratory. Future research should focus on understanding physical distribution service quality and personal relationships in other sectors. Guanxi by definition is an unstructured array of socially-based relationships without a simplistic rationale or logic. By understanding how guanxi is applied in a supply chain management context will aid those practitioners involved in an e-commerce Chinese business practise.     

Workplace Guanxi: Its Dispositional Antecedents and Mediating Role in the Affectivity–Job Satisfaction Relationship

This paper examines dispositional sources of workplace guanxi and the mediating role of workplace guanxi on the affectivity and job satisfaction relationship. Data were collected from 808 respondents in multiple industries in a city in China’s northeast. The study found that both positive affectivity and negative affectivity have an effect on supervisor–subordinate guanxi and co-worker guanxi, which supports the proposition that workplace guanxi has a dispositional source. Supervisor–subordinate guanxi has a positive relationship with job satisfaction, although co-worker guanxi is not significantly related to job satisfaction. The research also found a mediating role of supervisor–subordinate guanxi on the affectivity and job satisfaction relationship, which suggests that supervisor–subordinate guanxi can extend the influence of affectivity to job satisfaction. Taken together, these results suggest that in a high power distance country such as China, supervisor–subordinate guanxi plays a more important role than co-worker guanxi in influencing job satisfaction. Theoretically, this study suggests the as yet unexplored possibility of dispositional antecedents of workplace guanxi and the role of workplace guanxi on the relationship between dispositions and workplace attitudes such as job satisfaction.     

Internationalization's effect on marketing learning: A study of Syrian firms

The aim of the present study is to understand the effects of international expansion on firms' acquisition of marketing learning. This study's focus on marketing learning complements previous research on the impact of internationalization on the development of foreign-market and technological knowledge. The research finds that the scope of a firm's international activities, perception of gaps in marketing knowledge, and external social capital positively influence firms' acquisition of marketing learning. However, firm's age at initial international market entry appears not to be a significant factor. The study adds to the very limited body of research on the marketing learning outcomes of international expansion, while also offering rare empirical insights from the Middle East on this important subject matter. The paper discusses implications for international managers, policy makers, and future researchers.     

Selecting a marketing strategy for private hotels in Taiwan using the analytic hierarchy process

Grounded in the resource-based view (RBV) of the firm to competitive advantage, the current study attempts to identify specific resources and capabilities of small ventures by focusing on private hotels and by doing so develops an evaluation framework of marketing strategy in a service industry within its unique conditions. Given the complexity and difficulty of utilizing allocated specific and limited resources with a marketing strategy toward a competitive advantage for private hotels the purpose of the current study is to employ the analytic hierarchy process (AHP) method to select a competitive marketing strategy for private hotels. After reviewing theory and research on competitive advantage in general and in the service industry in particular, the resources and capabilities are identified as managerial capabilities, customer-linking capabilities, market innovation capabilities, human resource assets, and reputational assets. Finally, the findings indicate that the differentiation strategy is the best strategy for private hotels. The study emphasizes the importance of allocating specific and limited resources and capabilities to evaluate and select an appropriate marketing strategy so as to capture a sustainable competitive advantage.     

Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy

Abstract

This paper is an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance. The researchers tried to develop and solve the problem of the gap between marketing innovativeness and marketing performance. The respondents of this study were 318. Some of them are leaders or owners of SMEs Muslim fashion in Central Java, Indonesia. Data was analyzed by using Structural Equation Modeling (SEM). The results of the study show that marketing innovativeness (MI) has no significant effect on marketing performance (MP), while market sensing capabilities (MSC) and Customer Relationship Management Capabilities (CRMC) have a significant effect on marketing performance. Likewise, marketing innovativeness, market sensing capabilities, and CRM capabilities have a significant effect on the religio-centric relational marketing strategy. Furthermore, religio-centric relational marketing strategy (RRMS) is able to mediate the relationship between marketing innovativeness and marketing performance.