Cross Cultural Management: An International Journal

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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 perspective of a Chinese Market", Cross Cultural Management: An International Journal, Vol. 3 Iss: 2 pp. 32 - 39 http://dx.doi.org/10.1108/eb008408 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 http://dx.doi.org/10.1108/eb008408 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 http://dx.doi.org/10.1108/eb008408

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Managing Relationship Marketing: A cross-cultural perspective of a Chinese Market Len Tiu Wright
The Author
Len Tiu Wright, Department of Commerce, The Business School, University of Birmingham, Edgbaston, Birmingham, England, B15 2TT.

Introduction The conceptual underpinning of relationship marketing is not new and this paper draws on both historical and current perspectives mainly from Western literature and primary research in an international market, China. The importance of relationship marketing in the exporting of industrial cranes and the building of long term relationships between foreign suppliers and their Chinese customers are reported. The findings of the research show that the impact of selling cranes in the industrialised seaports of China has led to the inevitable need for relationship marketing to develop alongside orthodox marketing strategies, as foreign suppliers attempt to satisfy the growing desires for consumer goods and services encouraged by increased personal incomes in China. East and West compared There are implications for relationship marketing. Improving the contractual relationships between an organisation's managers and workforce, or between itself and its suppliers, would contribute to an organisation's overall performance. In adopting relationship marketing, Western organisations in China need to develop understanding of Chinese 'guanxi' networks and harness these connections if they intend to do business with China in the longterm. In the West, Protestant work ethics emphasised hard work, wealth creation and individual achievement...
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