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The Chinese Approach to the Relationship Marketing (GUANXI)


  • Dancho Danchev


In the working out from theoretical point of view are considered and interpreted the main principles of Guanxi as a reverberation of the Relationship marketing in the context of the Chinese community. Especially it is taken into consideration the social-ethic philosophy and the economical rationality of that specific cultural phenomenon. It is done comparative characterization between the Relationship marketing and Guanxi and the opportunities for practical application in the management and in the marketing are deduced.

Suggested Citation

  • Dancho Danchev, 2007. "The Chinese Approach to the Relationship Marketing (GUANXI)," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 3, pages 65-93.
  • Handle: RePEc:bas:econst:y:2007:i:3:p:65-93

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    References listed on IDEAS

    1. Sheth, Jagdish N. & Parvatiyar, Atul, 1995. "The evolution of relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 397-418.
    2. Steve Lovett & Lee C Simmons & Raja Kali, 1999. "Guanxi Versus the Market: Ethics and Efficiency," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 30(2), pages 231-247, June.
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation


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