Guanxi literally means a �special personal relationship� in Chinese social and business life. It is commonly considered a cultural barrier for many foreign entrants in China due to its exclusiveness, complexity and dynamics. This research study aims to understand the constraints and dilemmas in Chinese-Western intercultural business contexts. Specific questions addressed in this study are: (a) What are the constraints and dilemmas in Chinese-Western intercultural relationships in marketing? (b) How do business actors manage these constraints and dilemmas? (c) What new insights can be developed in order to improve Chinese-Western intercultural marketing relationships? These questions are important because most theoretical understandings of business relationships are developed in Western contexts. Furthermore, the emergence of China as a major global trading nation gives weight to these questions.
A case study strategy is adopted with a focus on Chinese-Western intercultural marketing relationships. This study follows the International/Industrial Marketing & Purchasing Group (IMP)�s research tradition that views relationship building as the consequence of interaction among networks of actors. The research methodology is both qualitative and interpretive. A hermeneutical approach under the constructivist paradigm is adopted to interpret empirical findings from interviews with 58 Chinese and Western business managers.
Analysis was conducted in three hermeneutical stages. Each stage progressed and revealed new sources of understanding. The first stage provided a contextual understanding of Chinese-Western intercultural business relationship by identifying �three circles� of relationship development activity based on behavioural norms, respectively the insider (guanxi) circle, an emerging intercultural circle and an outsider circle. This allowed me to develop a bridging perspective of guanxi ties in the emerging intercultural �middle� circle. The second stage revealed three types of guanxi dilemmas for outsiders. The second stage also disclosed seven kinds of perceived risk derived from Confucian ideology. The third stage developed a new concept of guanxi gatekeeper. These guanxi gatekeepers play vital roles in managing outsiders� dilemmas and the risks perceived by insiders in developing intercultural (interpersonal) relationships. They engage two gatekeeping processes: reciprocal gatekeeping and symbolic gatekeeping. It is my conclusion that the gatekeeping view of guanxi processes provides an improved understanding of relationship development in Chinese-Western intercultural business contexts.
This study contributes to the marketing literature by identifying a new interpersonal network perspective and also the network position of guanxi gatekeeper in emerging Chinese-Western intercultural business networks. Thus, indirectly connected actors are seen to work independently but also interdependently through the involvement of gatekeepers. This study has an important strategic implication for Western entrants in China: Western firms and managers can avoid la guanxi (forcing direct relationships with innermost guanxi insiders) and instead operate through the facilitation of a middle force - guanxi gatekeepers.
| Identifer | oai:union.ndltd.org:ADTP/225883 |
| Date | January 2009 |
| Creators | Gao, Hongzhi, n/a |
| Publisher | University of Otago. Department of Marketing |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | http://policy01.otago.ac.nz/policies/FMPro?-db=policies.fm&-format=viewpolicy.html&-lay=viewpolicy&-sortfield=Title&Type=Academic&-recid=33025&-find), Copyright Hongzhi Gao |
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