One of the major hot research topics is relationship marketing. However, limited research has been carried out on the complex notion of guanxi (literally, relationship) in Chinese society. Misunderstandings and misconceptions concerning this significant topic persist. Aims to explore the mapping of guanxi in relationship marketing so as to present a comprehensive guanxi model suitable for businessmen in a Chinese context. Case examples were also used to test the model in a real-life situation. Both theoretical and managerial implications are given. The theoretical framework includes a new model of various systems: guanxi perceptual map, routings and yin-yang dynamic. The managerial implications explore guanxi mechanisms and different dynamic perspectives with mind-heart and insider-outsider dimensions. In addition, recommendations for future research are made.
- Business strategy
- Business-to-business marketing
- National cultures
- Relationship marketing
ASJC Scopus subject areas
- Business and International Management