Cross Cultural Management: An International Journal Essay
Emerald Article: Managing Relationship Marketing: A cross-cultural perspective of a Chinese Market Len Tiu Wright
To cite this document: Len Tiu Wright, (1996),"Managing Relationship Marketing: A cross-cultural perspective of a Chinese Market", Cross Cultural Management: An International Journal, Vol. 3 Iss: 2 pp. 32 - 39 Permanent link to this document: http://dx.doi.org/10.1108/eb008408 Downloaded on: 24-01-2013 To copy this document: email@example.com This document has been downloaded 164 times since 2008. *
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This paper reports on research in China to investigate the exporting of industrial cranes and the building of long-term relationships between foreign suppliers and their Chinese customers. The qualitative research findings showed the importance which the Chinese placed on the building of the customer-supplier relationship in a competitive environment which is becoming increasingly fierce in certain segments. This is despite the fact that in broad terms, China is still very much an economy of planning and control where demand exceeds supply. However, at the sales management level, the nurturing of relationships with customers is as important as in the West.
Cross Cultural Management An International Journal Volume 3 - Number 2