Contingent effects of managerial guanxi on new product development success

A survey of new product development (NPD) managers finds both a linear, positive relationship between managerial guanxi and new product speed to market and an inverted U-shaped relationship between managerial guanxi and new product innovativeness. In addition, both transaction-specific investments (TSIs) and relationship commitment have a positive moderating impact on the relationship between managerial guanxi and new product speed to market. However, TSIs increase the damaging effect of managerial guanxi on new product innovativeness, whereas relationship commitment reduces such an effect. The results from this study can help business practitioners use guanxi to improve NPD performance under different contexts of inter-firm relationships.     

Interpersonal relations in China: Expatriates’ perspective on the development and use of guanxi

The literature on social networks identifies relationship building through guanxi as an effective way for Western organizations to reduce their liability of foreignness in China. Even though it is individuals rather than organizations who build these relationships, the focus in previous literature has been on organizational outcomes, and only a handful of studies have attempted to explain how expatriates perceive guanxi relations are built and maintained. To help address this issue, we conducted in-depth, semi-structured interviews with 36 Western expatriates working in China. Our findings suggest that guanxi is perceived to be an informal process that is used to build trust between individuals, which in turn can reduce the uncertainty around contract enforcement in China. We also find that the process for building guanxi between parties is initiated by the individual whose organization has less market power. Finally, the findings suggest that firms should be cautious if they elect to use agents as intermediaries to help connect to, and build relations with buyers and sellers.     

Firm capability and performance in China: The moderating role of guanxi and institutional forces in domestic and foreign contexts

This study examines the moderating effects of institutional forces on the capabilities–performance link by combining the resource-base view and institutional theory. From a survey of 324 Chinese manufacturers, this study tests the impacts of the importance of guanxi (an informal institutional factor) and legal support (a formal institutional factor) on the performance advantages of firm capabilities. The results indicate that both marketing and technology capabilities relate positively to performance, but the performance advantage of technology capabilities is less prominent when guanxi is important and the legal system is ineffective. In addition, guanxi importance strengthens the performance advantage of domestic firms' marketing capabilities but reduces that of foreign firms' marketing capabilities in China.     

Extending the Marriage Metaphor as a Way to View Marketing Relationships

ABSTRACT

Relationships lie at the center of many marketing activities, and in certain cases are a central focus of a firm's marketing strategy. This review further develops the use of marriage as a useful metaphor for understanding many marketing relationships. Specific attention is given to the nature of a marriage relationship and to the critical transitions and different trajectories that define marriages. Dwyer, Schurr and Oh (1987) point out that far too little is known about these aspects of marketing relationships. We provide a complementary perspective on the issues that will help relationships survive and prosper. Drawing upon work in the area of marriage and family studies, we introduce several aspects of relationship trajectory and discuss implications for marketing conduct and scholarly research.     

The role of customer gratitude in making relationship marketing investments successful

This paper recognises that customer loyalty is important for many competitive organisations, and that retail firms make investments to build and maintain loyal relationships with their existing and potential customers (e.g. loyalty programs). However, there has been little focus on the mechanisms by which these relationship investments operate to achieve customer loyalty. This paper examines one mechanism, namely customer gratitude, which works to make a firm’s relationship marketing investment a success or a failure. Using data from 1600 undergraduate students, this study empirically confirms the mediating role of customer gratitude between the customers’ perceptions a firm’s relationship marketing investments and customers’ perceptions of the value of the relationship with the firm. Further, a significant moderating effect of perceived benevolence on the relationship between customers’ perceptions a firm’s relationship marketing investments and customer gratitude was identified. For theorists, this customer gratitude model offers a better psychological explanation of how relationship marketing investments operate to improve the value that customers place on their relationships with retailers. Our research suggests that managers should invest resources to stimulate customer gratitude in order to build strong customer–seller relationships.     

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.     

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.     

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.     

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.     

Individual and collective interorganizational Guanxi: The dynamics of Guanxi and knowledge sharing

The significance of interorganizational relationship is discussed in multiple streams of literature. However, many studies assume that interorganizational relationship is a uni-level construct. This paper suggests that interorganizational guanxi presents at both the individual and collective levels, and discusses how the dynamics of interorganizational guanxi influences knowledge sharing between alliances. The paper reinforces the concept of collective level interorganizational guanxi, reveals the link between individual level and collective level guanxi, and distinguishes the two levels of guanxi by analyzing their impacts on knowledge sharing between organizations. A theoretical model is developed and calls for further investigation through empirical research.     

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.     

Is Guanxi Orientation Bad, Ethically Speaking? A Study of Chinese Enterprises

Guanxi as one of the key factors leading to business success in China (PRC) has ironically been synonymous with bribery. This raises some serious questions: should Western foreign firms do business in China? How should they do business with Chinese firms? This study investigated the relationship between guanxi orientation and cognitive moral development in an attempt to determine whether the level of guanxi orientation of Chinese business people affects their ethical reasoning. Based on a classification of Chinese enterprises (Nee, 1992), it was found that Chinese enterprises rely on guanxi for business to different extents. However, their levels of cognitive moral development are not significantly different, suggesting that guanxi orientation has very little to do with ethical reasoning (as captured through an established measure of cognitive moral development). Furthermore, time in profession was found to positively affect guanxi orientation; however, age failed to predict guanxi orientation and education turned out to be a negative predictor of guanxi orientation.     

Cultural awareness in knowledge transfer to China—The role of guanxi and mianzi

This paper examines cultural awareness in knowledge transfer to China. The concepts of guanxi and mianzi are fundamentally important in understanding cultural interactions in China. These concepts, generally analyzed at the personal level, are extended here to relationships between firms and with governmental bodies. Our findings suggest that foreign investors in China must be aware of these key concepts and must use their knowledge to establish better institutional connections with locally owned partners and government. Using these concepts to build trust lies at the heart of interactions with local stakeholders including employees, local partners and government officials. Government support and a shared mindset can only be secured when mutual trust is established. This has to be achieved by long-term engagement with the key actors.     

Examining the Relationship Marketing,Marketing Productivity Paradigm

Abstract

The authors examine the relationship marketing research literature and identify three schools of thought regarding relationship marketing. The Inter-organizational, customer relationship, and customer valuation research perspectives are described and representative studies are discussed. The predominant conceptual approaches to marketing productivity in the research literature are identified and described. The shareholder value model of Srivastava, Shervani, and Fahey (1998) is selected as the most useful conceptual framework linking relationship marketing and marketing productivity. The linking constructs of customer equity and brand equity are identified as the critical conceptual connections between relationship marketing and marketing productivity. A research agenda is suggested, covering both conceptual and operational issues for further development of both relationship marketing and marketing productivity.     

Impact of Traditional Chinese Culture on Business-to-Business Relationship Marketing and Service Firm Performance

ABSTRACT

Purpose: This work addresses the mixed findings in relationship marketing studies regarding the importance of traditional culture-level (i.e., interpersonal) relationships on service firm outcomes.

Methodology/approach: This article leverages customer relationship marketing (CRM) theory to advance a framework for understanding the causal relationship between the Chinese cultural worldview and relationship marketing in order to better predict firm performance.

Findings: The author suggests that five major Chinese cultural characteristics—iren-qing, wa-pao, mianzi, chaxu-geju, and collectivism—can qualify the business-to-business (B-to-B) relationship building process and impact the effectiveness of interpersonal and/or group relationships on service firm outcomes.

Research implications: The study’s framework suggests that Chinese cultural characteristics, universal concepts manifest in the activities of Chinese society and organizations, have a positive effect on customer relationship marketing. Chinese culture characteristics can be used to generate excellent relationships with customers and thus create a consumer preference for certain companies and drive service marketing repurchase.

Originality/value/contribution: This study’s theoretical framework (a) distinguishes between Chinese cultural characteristic and relationship marketing relationships; (b) suggests that Chinese cultural characteristics and customer relationship marketing have a positive and substantial effect on service firm performance and that Chinese cultural characteristics are related to customer relationship marketing in their effect on service firm performance; and (c) provides managerially relevant guidelines for strategic sales planning.     

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     

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.     

Party time: recreation rituals in the world of B2B

Abstract

We examine the role of business parties in business markets: why do B2B companies spend such large amounts of money to sponsor events meant for public consumption, such as sporting events, when most of their activity involves selling to other organisations? Drawing from extensive qualitative fieldwork in the world of tennis tournaments, we detail the specific universe of parties that happen backstage, between companies sponsoring these events. This context helps illuminate the critical role of business parties in business networks. Far from being mere recreation at the company’s expense, business parties are important opportunities for executives to develop and manage their relationships. We show that a business party functions as a particular kind of ritual by creating a distinct universe with its own language, gestures, and other modes of interaction.

Summary statement of contribution Our theoretical contribution to the literature on relationship marketing is to detail the unifying function of business parties in local business markets, where relationships with a variety of organisations are key to a company’s success. Our methodological contribution is to illustrate the relevance of anthropological approaches and concepts, such as rituals, to the world of B2B.     

Does managerial networking impinge our morality in Guanxi context? The moderating effect of corruption perception

This study explores the relationship between managerial networking and corporate morality in a guanxi context where personal relationship is widely used for organizational purposes. Using a sample of 6361 Chinese private firms, we find a significantly positive relationship between managerial networking and corporate social responsibility, including corporate charitable donations and environmental protection, and an insignificant relationship between managerial networking and the prevalence of business bribery. We also find that such relationships depend on corruption perception, that is, when corruption perception is high, the negative effects of managerial networking are more likely to rise but the positive effects of managerial networking are more likely to be weakened. These results are robust and consistent across various measurements and models.     

Stand by me: Friends,relationship banking,and financial governance in Asia

While northeastern Asian economies have grown at a stellar rate over the past 4 decades, during the same period, bank officials and financial market participants have been charged with corruption, nepotism, and government meddling and have incurred high levels of non-performing loans. The close relationships between financiers and their clients, a part of Chinese society known as guanxi, has often been criticized as a key source of corruption in Northeast Asia finance. However, the complex nature of relationships in guanxi networks brings a good side to Asian finance in that reputational risk disciplines financiers, clients, and government officials. I delve into the personal side of Asian finance using the theoretical poles of transactional and relationship banking. Transactional banking is a top-down, hard-data impersonal form of financial contracting, while relationship banking is a bottom-up interpersonal form of banking that relies on softer data. I argue that relationship banking, which naturally fits into an Asian context, could engender a shift from bad behavior to good behavior to protect wealth, reputation, and friends. Contrary to conventional wisdom, guanxi may lead to better governance in banking and other areas of Asian finance as more information becomes available through numerous media outlets and as groups outside the banking sector (e.g., insurance companies, the press, auditors, and citizens) discipline bankers and their clients through ‘private monitoring.’