The Developing & Integrating Relationship Capital As An Important Asset In Doing Business In China

After discussing marketing issues with representatives from a number of companies established on the Chinese market, we came to the conclusion that it would be interesting and useful to further investigate relationship marketing models when doing business in China.This study has been written to increase our knowledge about Sino business relations and to understand how to successfully embark in China. It aims to create a deeper context understanding of the Chinese consumer and the Chinese market in order to successfully manage your business in China. Appropriate interviewees have been selected, those having valid and reliable insights and experiences to this study. The empirical results are portrayed as short stories along with reflections, to enlighten key findings in the research. Results of the investigation show that a willingness to understand and being humble are key in the creation of a successful business relationship with the Chinese. Certainly, the importance of Guanxi and trust are tremendous.Thus, learn the rules and play by them, use them to your advantage. Show empathy and patience and trust the universal law of reciprocity. Indeed, as we understand the underlying forces, the cultural values and traditions, we appreciate how to effectively communicate with the Chinese and ultimately how to deliver value to create a healthy business relationship in our marketing efforts. A plethora of interviews are presented that illuminate various situations that experienced business managers have encountered, and how to manage these. Key findings in this research may benefit not only academics, as new theory is introduced, but also everyone interested in China and aiming to create a healthy Sino-business relationship.Top managerial implications are presented that are of relevance to readers both intending to and already doing business in China. Some of the most important ones advise us to remain patient, to gather all the information possible and to never underestimate the Chinese.