Wpływ kultury Chińskiej na kształtowanie relacji marketingowych
The Chinese culture impact on the creation of marketing relationships

Summary/Abstract: In the last three decades the importance of forming and maintaining close relationships with customers and other shareholders has received increasing attention in Western marketing literature. The close relationships with all members of the market environment are now widely accepted by both academics and practitioners as an excellent way of creating sustainable competitive advantage. However, views on exactly what activities constitute market relationships may differ significantly in various cultural context, especially when Asian values and norms are considered. This paper examines the influence of Chinese culture on relationship marketing practices using the emic approach in evaluating the culture impact. Five indigenous aspects of this culture are selected (yin-yang, guanxi, renqing, lian/mianzi and bingfa) and their influence on relationship creation is described and assessed. The presented information are based on the broad literature review, five years of direct author observation and thirty eight interviews conducted with Polish managers directly residing in China. In addition, some practical recommendations are presented.

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