Mapping relationships in China: Guanxi dynamic approach

Y. H. Wong, Lai Ming Tam

Research output: Journal article publicationJournal articleAcademic researchpeer-review

88 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)57-70
Number of pages14
JournalJournal of Business and Industrial Marketing
Issue number1
Publication statusPublished - 1 Jan 2000


  • Business strategy
  • Business-to-business marketing
  • China
  • National cultures
  • Relationship marketing

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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