Role conflict and ambiguity confronting transnational business networkers: Contrasting social stigma and relational risks for Chinese and Western boundary spanners |
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Authors: | Annie H. Liu Albert Noel Gould Minna Rollins Hongzhi Gao |
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Affiliation: | 1. Department of Marketing, McCoy College of Business Administration, Texas State University, San Marcos, TX 78666, USA;2. Virtual Trade Mission Foundation, 211 C. Street, NE, Washington DC 20002, USA;3. Department of Marketing & Real Estate, University of West Georgia, Carrollton, GA, USA;4. School of Marketing & International Business, Victoria University, Wellington, New Zealand |
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Abstract: | Our research explores the role conflict, ambiguity and resulting social stigma and relational risks that transnational B2B networkers face when facilitating the formation of new exchange dyads between firms from distinct and distant cultures, i.e. Chinese and Western. We integrate literature from institution theory and role theory to establish the comparative framework. This allows us to explore: (1) what stigma and relational risks guanxi brokers assume when facilitating transnational business connections; (2) if Western brokers encounter similar stigma and negative consequences that threaten their professional standing and the formation process; and, (3) the lessons from both that transnational firms can learn and incorporate into best practices. We conclude our paper with managerial implications and suggestions for further research. |
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Keywords: | Business networks Guanxi boundary spanner Institution theory Role theory Culture |
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