Formal Contract in Marketing Channel and Firms’ Transactional Performance in China: Does Renqing Matter?

Chuang Zhang; Zhenyao Cai; Ji Li

doi:10.1007/978-3-319-24184-5_2

Formal Contract in Marketing Channel and Firms’ Transactional Performance in China: Does Renqing Matter?

Chuang Zhang^*, Zhenyao Cai, Ji Li

^*Corresponding author for this work

Research output: Chapter in book/report/conference proceeding › Chapter › peer-review

1 Citation (Scopus)

Abstract

Based on the resourced-based view of the firm, we argue that a cultural specific factor, i.e., Renqing, can be an important resource for conducting business-to-business (B-to-B) marketing in China, and this resource should moderate the effect of formal contracts in marketing. Collecting data from 272 firms in China, we obtain evidence showing that both formal contracts and Renqing can have a positive effect on the success of B-to-B marketing. Moreover, Renqing moderates the relationship between formal contracts and transaction efficiency. Testing how the effect of Renqing may interact with the effect of formal contracts and may improve B-to-B marketing in an emerging economy such as China, our current study suggests a new direction for studying B-to-B marketing and transaction efficiency. By showing the interactive effects between local cultural factors and formal contracts in international B-to-B marketing, the findings from this study should also be useful for practitioners in international marketing.

Original language	English
Title of host publication	Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
Subtitle of host publication	Proceedings of the 2013 World Marketing Congress
Editors	Colin Campbell, Junzhao (Jonathon) Ma
Publisher	Springer Cham
Pages	6
Number of pages	1
Edition	1st
ISBN (Electronic)	9783319241845
ISBN (Print)	9783319241821, 9783319373621
DOIs	https://doi.org/10.1007/978-3-319-24184-5_2
Publication status	Published - 1 Dec 2015
Event	2013 Academy of Marketing Science 16th Biennial World Marketing Congress - Melbourne, Australia Duration: 17 Jul 2013 → 20 Jul 2013 https://link.springer.com/book/10.1007/978-3-319-24184-5 (Conference proceedings)

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Conference

Conference	2013 Academy of Marketing Science 16th Biennial World Marketing Congress
Country/Territory	Australia
City	Melbourne
Period	17/07/13 → 20/07/13
Internet address	https://link.springer.com/book/10.1007/978-3-319-24184-5 (Conference proceedings)

User-Defined Keywords

Cultural Factor
Formal Contract
Important Resource
Interactive Effect
Specific Factor

UN SDGs

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

Access to Document

10.1007/978-3-319-24184-5_2

Cite this

Zhang, C., Cai, Z., & Li, J. (2015). Formal Contract in Marketing Channel and Firms’ Transactional Performance in China: Does Renqing Matter? In C. Campbell, & J. Ma (Eds.), Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress (1st ed., pp. 6). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Cham. https://doi.org/10.1007/978-3-319-24184-5_2

Zhang, Chuang ; Cai, Zhenyao ; Li, Ji. / Formal Contract in Marketing Channel and Firms’ Transactional Performance in China : Does Renqing Matter?. Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. editor / Colin Campbell ; Junzhao (Jonathon) Ma. 1st. ed. Springer Cham, 2015. pp. 6 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

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abstract = "Based on the resourced-based view of the firm, we argue that a cultural specific factor, i.e., Renqing, can be an important resource for conducting business-to-business (B-to-B) marketing in China, and this resource should moderate the effect of formal contracts in marketing. Collecting data from 272 firms in China, we obtain evidence showing that both formal contracts and Renqing can have a positive effect on the success of B-to-B marketing. Moreover, Renqing moderates the relationship between formal contracts and transaction efficiency. Testing how the effect of Renqing may interact with the effect of formal contracts and may improve B-to-B marketing in an emerging economy such as China, our current study suggests a new direction for studying B-to-B marketing and transaction efficiency. By showing the interactive effects between local cultural factors and formal contracts in international B-to-B marketing, the findings from this study should also be useful for practitioners in international marketing.",

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Zhang, C, Cai, Z & Li, J 2015, Formal Contract in Marketing Channel and Firms’ Transactional Performance in China: Does Renqing Matter? in C Campbell & J Ma (eds), Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. 1st edn, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Cham, pp. 6, 2013 Academy of Marketing Science 16th Biennial World Marketing Congress, Melbourne, Australia, 17/07/13. https://doi.org/10.1007/978-3-319-24184-5_2

Formal Contract in Marketing Channel and Firms’ Transactional Performance in China: Does Renqing Matter? / Zhang, Chuang; Cai, Zhenyao; Li, Ji.
Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. ed. / Colin Campbell; Junzhao (Jonathon) Ma. 1st. ed. Springer Cham, 2015. p. 6 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in book/report/conference proceeding › Chapter › peer-review

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AU - Li, Ji

PY - 2015/12/1

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N2 - Based on the resourced-based view of the firm, we argue that a cultural specific factor, i.e., Renqing, can be an important resource for conducting business-to-business (B-to-B) marketing in China, and this resource should moderate the effect of formal contracts in marketing. Collecting data from 272 firms in China, we obtain evidence showing that both formal contracts and Renqing can have a positive effect on the success of B-to-B marketing. Moreover, Renqing moderates the relationship between formal contracts and transaction efficiency. Testing how the effect of Renqing may interact with the effect of formal contracts and may improve B-to-B marketing in an emerging economy such as China, our current study suggests a new direction for studying B-to-B marketing and transaction efficiency. By showing the interactive effects between local cultural factors and formal contracts in international B-to-B marketing, the findings from this study should also be useful for practitioners in international marketing.

AB - Based on the resourced-based view of the firm, we argue that a cultural specific factor, i.e., Renqing, can be an important resource for conducting business-to-business (B-to-B) marketing in China, and this resource should moderate the effect of formal contracts in marketing. Collecting data from 272 firms in China, we obtain evidence showing that both formal contracts and Renqing can have a positive effect on the success of B-to-B marketing. Moreover, Renqing moderates the relationship between formal contracts and transaction efficiency. Testing how the effect of Renqing may interact with the effect of formal contracts and may improve B-to-B marketing in an emerging economy such as China, our current study suggests a new direction for studying B-to-B marketing and transaction efficiency. By showing the interactive effects between local cultural factors and formal contracts in international B-to-B marketing, the findings from this study should also be useful for practitioners in international marketing.

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ER -

Zhang C, Cai Z, Li J. Formal Contract in Marketing Channel and Firms’ Transactional Performance in China: Does Renqing Matter? In Campbell C, Ma J, editors, Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. 1st ed. Springer Cham. 2015. p. 6. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-24184-5_2

Formal Contract in Marketing Channel and Firms’ Transactional Performance in China: Does Renqing Matter?

Abstract

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User-Defined Keywords

UN SDGs

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