Cultural influence on relationship cultivation strategies: Multinational companies in China

Chun-ju Flora Hung

doi:10.1108/13632540410807682

Cultural influence on relationship cultivation strategies: Multinational companies in China

Chun-ju Flora Hung^*

^*Corresponding author for this work

Department of Communication Studies

Research output: Contribution to journal › Journal article › peer-review

72 Citations (Scopus)

Abstract

This study of multinational companies in China focuses on the role culture plays in relationship cultivation. The author interviewed 40 participants from 36 multinational companies in China. The findings revealed that characteristics of Chinese culture, such as family orientation, guanxi, relational orientation (role formalisation, relational interdependence, face, favour, relational harmony, relational fatalism and relational determination) had an influence on multinational companies’ relationship cultivation strategies. Multinationals from Western countries were found, however, to be more persistent in maintaining their own cultural values in relationship building than multinational companies from Asian countries.

Original language	English
Pages (from-to)	264-281
Number of pages	18
Journal	Journal of Communication Management
Volume	8
Issue number	3
DOIs	https://doi.org/10.1108/13632540410807682
Publication status	Published - 1 Jul 2004

User-Defined Keywords

Culture
Multinational companies in China
Public relations
Public relations in China
Relationship management

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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AB - This study of multinational companies in China focuses on the role culture plays in relationship cultivation. The author interviewed 40 participants from 36 multinational companies in China. The findings revealed that characteristics of Chinese culture, such as family orientation, guanxi, relational orientation (role formalisation, relational interdependence, face, favour, relational harmony, relational fatalism and relational determination) had an influence on multinational companies’ relationship cultivation strategies. Multinationals from Western countries were found, however, to be more persistent in maintaining their own cultural values in relationship building than multinational companies from Asian countries.

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Cultural influence on relationship cultivation strategies: Multinational companies in China

Abstract

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