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East meets West : toward a theoretical model linking guanxi and relationship marketing (2013)
Journal Article
Shaalan, A., Reast, J., Johnson, D., & Tourky, M. E. (2013). East meets West : toward a theoretical model linking guanxi and relationship marketing. Journal of business research, 66(12), 2515-2521. https://doi.org/10.1016/j.jbusres.2013.05.043

This conceptual study critically examines the separate concepts of guanxi and relationship marketing, explores the differences between the two approaches, and proposes innovative linkages between them. Chinese guanxi develops relationships at the int... Read More