Paradoxes and guanxi dilemmas in emerging Chinese-Western intercultural relationships

Three paradoxes have been revealed in the study of business networks by Industrial Marketing and Purchasing (IMP) researchers. These are: seeking opportunities and then facing limitations, influencing others and yet being influenced in turn, and controlling and yet being out of control in network situations. These paradoxes have previously received little critical evaluation. This article investigates these paradoxes through in depth interviews with twenty-two business managers in Chinese-Western intercultural relationships. Three specific dilemmas relating to the fundamental Chinese cultural principle of guanxi are revealed. These dilemmas are: dilemmas between strong personal ties (guanxi) and weak personal ties, dilemmas between previous understandings and new learning of guanxi ties, and conflicting obligations between inner and outer circles of guanxi networks. These guanxi dilemmas occur in emerging Chinese-Western intercultural networks, irrespective of the specific cultural variations, contractual constraints, or corporate policies applying. This paper identifies a need for more acute study of guanxi cultural norms and their behavioral consequences in emerging Chinese-Western intercultural relationships, given the rise of China in the global economy.     

Sustainability and business-to-business marketing: A framework and implications

Researchers in several business disciplines have convincingly argued that environmentally responsible strategies can contribute to competitive advantage and superior financial performance. While debates on ecological conservation and environmental practices within marketing have raged for over three decades, much of the focus has been on identifying and targeting the environmentally-conscious consumer. Less attention has been given to marketing's role in a green supply chain and its interface with environmentally-friendly manufacturing and operations. We integrate disparate streams of research and develop a broader framework to understand the appropriate role and focus of business-to-business marketing in the supply chain for achieving environmental sustainability objectives. We identify three major strategies - the reduction of surplus supply of products, reduction of reverse supply, and internal marketing - where marketing's role in environmental sustainability is crucial for achieving superior competitive advantage and financial performance.     

Basking in reflected glory: Using customer reference relationships to build reputation in industrial markets

Corporate reputation is an important intangible asset that enables firms to establish customer relationships. Customer relationships, specifically customer reference relationships, can in turn be utilized to build supplier reputation in industrial markets. The aim of this conceptual article is to analyze the combination of these two concepts. It lays the foundation for further investigations into the effectiveness of reference customer relationships in enhancing supplier reputation. By developing propositions on the determinants impacting effectiveness of reputation transfer between customer and supplier firm, implications for practice and research in business marketing and corporate reputation management are derived.     

Anatomy of a social partnership: A stakeholder perspective

We offer an anatomic analysis of a social partnership among a complex network of stakeholder organizations. Contributions of this research are twofold. First, we use explanatory case data to develop a framework of stakeholder collaboration in a complex setting involving a mix of for-profit and non-profit organizations. Our study is motivated by a need for understanding about how organizations can work within social partnerships to achieve their goals (be they profit related or otherwise). Second, we offer insight about lateral relationship exchange from the view of the entire project—a perspective not typically employed in the domain of relationship marketing. The focal issue in the case, use of technology to improve highway safety, is a social initiative which further sets our study apart in the relationship marketing literature. Using fieldnotes from 33 in-depth interviews, we employ a mix of inductive and deductive reasoning to formulate a conceptual framework and research propositions for the social partnership. The conceptual framework offers in-depth understanding of social partnership development and relationship dynamics. This, in turn, may help stakeholders achieve organizational goals more effectively in this unique environment.     

Sense-making and management in business networks — some observations, considerations, and a research agenda

Business networks are complex webs of interdependent exchange relationships within which companies and individual managers operate. They consist of manifold actors, complex interactions, as well as organizational structures and resource transformation processes. Business managers cannot just capitulate vis-à-vis this complexity. Making sense of complex business networks helps managers to understand their own position, as well as their available options for change. Similarly, research in the area of sense-making and management in business networks may help us understand how managers cope with the contextual complexity in business networks, and how managers construct the forms in which this complexity appears. This paper identifies six major research themes that need to be taken up in the future with regard to sense-making and management in business networks, and discusses some methodological issues to advance our knowledge in this area.     

A multiple perspectives view of the market case for green energy

This paper presents an exploratory evaluation of the market case for green energy. These energy sources are widely considered to have less of an ecological impact than conventional energy sources. The case for green energy is viewed from the multiple perspectives TOP (technical, organizational, personal) framework. The green energy technologies will need to meet certain technical, organizational and personal criteria and resolve key issues in order to address the barriers to market adoption. The multiple perspectives approach facilitates the evaluation of green-energy alternatives as potential new products which would enable organizations and individuals to meet both economic and green criteria that impact customer value creation. Given the present trends of increasing energy use and requirements to minimize environmental impact, green energy adoption may become a key element of strategies to ensure long-term economic growth.     

Leapfrogging in mobile telephony: A measure for comparing country performance

There is widespread agreement as to what constitutes leapfrogging in technology and also that mobile phones are a good example of this phenomenon. What is lacking in the literature, however, is any attempt to operationalize the notion of leapfrogging in a way that allows us to rank different countries. The purpose of this paper accordingly is to provide such a measure using both the ratio of mobile to fixed telephones and a weighting of this ratio for a particular country by its share in the total number of mobile phones in the sample. The proposed measure yields a number of insights that cannot be gained by using only the ratio of mobile to fixed telephones. Yet, for a number of the best performing countries this ratio is very much in evidence.     

The role of networking in the competitiveness of firms

Two main forces characterise production systems today: on the one hand, the increasingly global nature of markets and economies has resulted in increasing competition and a new, more global division of labour. On the other, the greater complexity of technology makes innovation a key aspect in the competitiveness of manufacturing firms. The establishment of cooperative networks seems to be important in both processes. This paper aims to explore these aspects by analysing the competitiveness of firms in four different sectors of the manufacturing industry: food, chemicals, electronics and vehicles. Data have been obtained from a survey conducted specifically for this purpose at company level in Spain. Findings from the empirical analysis, based on the application of the Polytomous Logistic Universal Model (PLUM), confirm the positive effects that the ability to network has on company performance. In particular, among all the potential organisations that work as partners of the firms, the paper shows the importance of intra-firm cooperation, the user-producer relationships and the cooperation between competitors.     

Are experts better than potential users in predicting the uptake of an innovation? Extending the use of the Juster Scale

Are experts or potential users better at predicting the success of a new product? To explore this question we used an eleven-point probability scale, the Juster Scale, to ask various groups of people about their probability of taking up a new product and also their assessment of its chance of its success in the marketplace. Although this type of scale generally performs better than intention scales it tends to over-predict when used in a repertoire market and we examine its performance for a boundary condition of such a market. We also explored the use of the scale as a projective research tool which is a novel application. In this study the product was a new type of charity lottery. The study was undertaken in the month prior to the lottery closing and we subsequently knew the actual outcome. The Juster Scale generally performed poorly as a predictor in this context. The predictions from the experts were no more accurate than those of the general public but none had direct knowledge of an equivalent lottery. This exploratory study concluded that the actual behaviour of a sample of relevant consumers, where the product is available, is better for forecasting than asking for estimates of their potential behaviour, that is, behaviour predicts behaviour better than probabilities of behaviour.