WHEN DOES CHINESE RELATIONSHIP CULTURE OF GUANXI WORK BETTER THAN RELATIONSHIP MARKETING? CASE OF FOREIGN-INVESTED ENTERPRISES IN THE CHINESE BUSINESS TO BUSINESS MARKET

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Xun Zhang ◽

Biao Xu ◽

Jun Wu

Keyword(s):

Positive Relationship ◽

Purchase Intentions ◽

Moderating Effect ◽

Content Type ◽

Mediating Role ◽

Chinese Business ◽

The Relationship ◽

Business To Business ◽

Positive Effect

Purpose This study aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese business-to-business (B2B) context. Design/methodology/approach Renqing in China has played an important role in business relationships and has been receiving increased attention in both practice and theory. However, little is known about whether it can influence purchase intentions in a rational B2B condition. This research aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese B2B context. Based on a survey of 1,010 industry buyers from 468 Chinese downstream buyer companies, the empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of long-term orientation (LTO) for increasing purchase intentions. In addition, this study also finds that product involvement (PI) has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. The results highlight several implications for B2B companies that sell products to Chinese enterprises. Findings The empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of LTO for increasing purchase intentions. In addition, this study also finds that PI has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. Originality/value First of all, by answering the research question, this study shows that renqing has a positive effect on purchase intentions in Chinese B2B context. Second, this study elucidates the influence mechanism of renqing on purchase intention and identifies the mediating effect of LTO and the moderating effect of PI.

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The Effect of Electronic Commerce on Geographic Trade and Price Variance in a Business-to-Business Market

SSRN Electronic Journal ◽

10.2139/ssrn.1958056 ◽

2011 ◽

Author(s):

Eric M. Overby ◽

Chris Forman

Keyword(s):

Electronic Commerce ◽

Business Market ◽

Business To Business

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Resource integration for co-creation between marketing agencies and clients

European Journal of Marketing ◽

10.1108/ejm-10-2015-0725 ◽

2018 ◽

Vol 52 (5/6) ◽

pp. 1329-1354 ◽

Cited By ~ 8

Author(s):

Tim Hughes ◽

Mario Vafeas ◽

Toni Hilton

Keyword(s):

Relationship Marketing ◽

Design Methodology ◽

Resource Integration ◽

Marketing Theory ◽

Content Type ◽

Integration Approach ◽

Resource Enhancement ◽

Operant Resources ◽

Business To Business ◽

Practical Implications

Purpose Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives. Findings The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted. Research limitations/implications This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts. Practical implications The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching. Originality/value This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.

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An Introduction to Business Marketing

Business Marketing: The Theory and Practice of B2B ◽

10.23912/978-1-906884-54-3-1750 ◽

2011 ◽

Author(s):

Chris Fill ◽

Scot McKee

Keyword(s):

Supply Chains ◽

Relationship Marketing ◽

Perceived Value ◽

Marketing Mix ◽

Business Markets ◽

Principal Characteristics ◽

B2b Marketing ◽

Goods And Services ◽

Business To Consumer ◽

Business To Business

This chapter explores some of the principal characteristics used to define business markets and marketing. It establishes the key elements of business-to-business (B2B) marketing and makes comparisons with the better-known business-to-consumer (B2C) sector. This leads to a consideration of appropriate definitions, parameters and direction for the book. After setting out the main types of organisations that operate in the B2B sector and categorising the goods and services that they buy or sell, the chapter introduces ideas about the business marketing mix, perceived value, supply chains, interorganisational relationships and relationship marketing. This opening chapter lays down the vital foundations and key principles which are subsequently developed in the book.

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Relationship Marketing

Business Marketing: The Theory and Practice of B2B ◽

10.23912/978-1-906884-54-3-1736 ◽

2011 ◽

Author(s):

Chris Fill ◽

Scot McKee

Keyword(s):

Relationship Marketing ◽

Nature Development ◽

The Relationship ◽

Business To Business ◽

Marketing Approach

The relationship marketing approach is presented here as a contemporary basis upon which to consider business marketing. It is regarded as a successor to the 4Ps approach, which is considered by many to be irrelevant and outdated. The development of collaborative and mutually rewarding relationships between buyers and sellers is considered to be fundamentally more appealing and an intuitively appropriate interpretation of business-to-business marketing. This view also sees the development of partnerships with other organisations as more suitable than former adversarial ideas based on competition and where the sole focus is on customers. Organisations are shown to have a portfolio of relationships with a range of stakeholders, most notably suppliers, employees, customers and shareholders. This chapter considers the nature, development and characteristics of interorganisational relationships and examines the potential of technology to enhance relationships with customers and suppliers based on trust and commitment.

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