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Cultural influence on relationship cultivation strategies: Multinational companies in China

Cultural influence on relationship cultivation strategies: Multinational companies in China This study of multinational companies in China focuses on the role culture plays in relationship cultivation. The author interviewed 40 participants from 36 multinational companies in China. The findings revealed that characteristics of Chinese culture, such as family orientation, guanxi, relational orientation (role formalisation, relational interdependence, face, favour, relational harmony, relational fatalism and relational determination) had an influence on multinational companies’ relationship cultivation strategies. Multinationals from Western countries were found, however, to be more persistent in maintaining their own cultural values in relationship building than multinational companies from Asian countries. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Cultural influence on relationship cultivation strategies: Multinational companies in China

Journal of Communication Management , Volume 8 (3): 18 – Jul 1, 2004

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1363-254X
DOI
10.1108/13632540410807682
Publisher site
See Article on Publisher Site

Abstract

This study of multinational companies in China focuses on the role culture plays in relationship cultivation. The author interviewed 40 participants from 36 multinational companies in China. The findings revealed that characteristics of Chinese culture, such as family orientation, guanxi, relational orientation (role formalisation, relational interdependence, face, favour, relational harmony, relational fatalism and relational determination) had an influence on multinational companies’ relationship cultivation strategies. Multinationals from Western countries were found, however, to be more persistent in maintaining their own cultural values in relationship building than multinational companies from Asian countries.

Journal

Journal of Communication ManagementEmerald Publishing

Published: Jul 1, 2004

Keywords: Relationship management; Public relations; Culture; Public relations in China; Multinational companies in China

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