Cross Cultural Management: An International Journal Essay

5026 Words Feb 28th, 2013 21 Pages
Cross Cultural Management: An International Journal
Emerald Article: Managing Relationship Marketing: A cross-cultural perspective of a Chinese Market Len Tiu Wright

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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: permissions@emeraldinsight.com This document has been downloaded 164 times since 2008. *

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Len Tiu Wright, (1996),"Managing Relationship Marketing: A cross-cultural
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Hill (1994) saw in Buddhist societies the lack of 'encouragement of entrepreneurial behaviour that we see in the Protestant West'. Within the Communist state system Chinese partners see themselves as part of the institutions they belong to and are not solely operating in their own right. So business relationships are far more of an institutional kind in China than in the West. Chinese buyers may not be capable of closing sales on their own without reference to the senior managers in their hierarchical systems, for example in the awards of contracts and tenders. Chinese business practices are still significantly influenced by the teachings of Confucius which are held in high esteem despite China open32

Abstract
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

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