The Effects of Guanxi on Doing Business in China
Fan, Jerry Wenjie
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Guanxi is one of the major issues for doing business in China. This dissertation defines the concept of guanxi, analyses its characteristics and functions, and presents the similarities and distinctions between guanxi and Western relationship marketing principles. This paper argues that guanxi has a major and positive impact on business performance. Finally, the paper creates a model for developing and retaining guanxi as a guideline for foreign marketers looking to succeed in China.