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Develop a network of successful business relationships in China!This systematic study of the Chinese concept of guanxi--broadly translated, "personal relationship" or "connections"--offers a comprehensive social and professional model for doing business in China. In addition to a clear analysis of the origins and meanings of this vital concept, Guanxi: Relationship Marketing in a Chinese Context empowers you with practical tools for establishing guanxi in order to facilitate successful business relationships. Guanxi is based on an original research study as well as the authors'twenty years of experience of doing business in China. Their understanding of the implications of face, favor, reciprocity, honor, and interconnectedness--all vital parts of guanxi--will enable you to understand the unstated assumptions of Chinese business culture. Moreover, the book discusses the legal implications of guanxi as well as cultural expectations.This valuable handbook offers a wealth of information on guanxi: case studies of guanxi in action managerial implications of saving face and reciprocity measuring guanxi quality and performance indicators step-by-step instructions for building guanxi detailed strategies for penetrating the Chinese marketGuanxi is an indispensable tool for anyone wanting to do business in China, for students of international business or Chinese culture, and for scholars interested in international business culture.

Contents
Foreword
Preface
Acknowledgments
Chapter 1. Introduction
Research Background
Research Objectives
Conceptual Framework and Research Boundary
Justifications for This Research
Methodology
Definitions of Special Terms
Limitations of the Research
Study Outline
Summary and Conclusion
Chapter 2. Literature Review: Western Views
Introduction
Western Views
Summary and Conclusion
Chapter 3. Literature Review: Chinese Views
Introduction
Chinese Views
Relationship Rules
Comparison of Western and Chinese Views
Contrast Between Western and Chinese Views
Holistic Conceptualization of Relationship and Research Questions
Summary and Conclusion
Chapter 4. Guanxi Context and Constructs
Introduction
Analysis of the Environmental Context in the PRC
Guanxi Model
Constructs
Interaction of Guanxi Constructs
Summary and Conclusion
Chapter 5. Theoretical and Practical Aspects
Introduction
Implications for Theoretical Framework Development
Positive Functions of Guanxi
Guanxi Perspectives
Managerial Implications
Conclusion
Chapter 6. A Comprehensive Model
Guanxi Model
Case Study: Pattern Development According to Proposed Guanxi Model
Research Summary and Conclusion
Appendix A: Literature Review
Introduction
Gaps in existing Literature
How the Research Gaps are Linked with the Rest of This Study
Summary of Research Questions
Appendix B: Research Design and Methodology
Major Research Approach
Methodology
Survey Design
Appendix C: Analysis of Data and Results
Data Analysis
In-Depth Interviews
Case Study
Bibliography
Index
Reference Notes Included
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