Department of Marketing
This paper tests the impact of guanxi on behaviors among firms in a Chinese marketing channel. Guanxi is operationalized in this paper as emotional closeness and interactive state. We find that the emotional closeness between channel-boundary personnel of firms has a positive impact on their exercise of noncoercive power, a negative impact on their exercise of coercive power, and a negative impact on the perceived conflict between them. In addition, emotional closeness has an indirect but positive impact on perceived cooperation. Interactive state between the boundary personnel of two firms has a positive impact on a firm exercising noncoercive power and a negative impact on perceived conflict between them. At the same time, it is positively related to a firm exercising coercive power. This shows not only the significant influence of guanxi on a firm's channel behaviors but also the constructive effects of both emotional closeness and interactive state on marketing channel behaviors in China.
Guanxi, Marketing channel, Exercise of power, Conflict, Cooperation
Source Publication Title
Industrial Marketing Management
Link to Publisher's Edition
Zhuang, G., Xi, Y., & Tsang, A. (2010). Power, conflict, and cooperation: The impact of guanxi in Chinese marketing channels. Industrial Marketing Management, 39 (1). https://doi.org/10.1016/j.indmarman.2008.07.002