IIMB Management Review
Document Type
Article
Abstract
Relationship Marketing is increasingly redefining traditional concepts in marketing and guanxi is the new buzz word. Guanxi, meaning relationships, has attracted considerable attention from both academics and practising managers. Viewed positively, guanxi networks offer an attractive way of facilitating business transactions. The flip side is associated with corrupt under-the-table behavior. With China becoming an important market for the world, guanxi could well be one of the tools to understand the byzantine Chinese market.
Recommended Citation
Wong, Y H
(1997)
"Relationship marketing in China: Guanxi, favouritism and quality of business development,"
IIMB Management Review: Vol. 9:
Iss.
2, Article 17.
Available at:
https://research.iimb.ac.in/imr/vol9/iss2/17
Publication Date
4-1-1997
First Page
43
Last Page
49