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Evolution of B2B Relationship Stages in China: A Study of Confucianism Philosophy

Lookup NU author(s): Dr Paul LiuORCiD

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


Abstract

This study aims to explore the development of business relationships from an interactional perspective which challenges the conventional time-based view in Western contexts. Twenty in-depth interviews with Chinese SMEs managers emerge the uniqueness and importance of how the operationalization of Confucius virtues, the guiding principle and mechanisms for social interactions and trading practice, in developing Chinese business to business (B2B) relationship stages (i.e., discernment, authentication, stabilization, and decoupling). Given the role of Confucius virtues and their dynamics for the development of business relationships, we further argue that evolution of a relationship depends on the shifts in concerns of transactional and relational governances among business partners. We advance the literature by showing that distinct constructions of Confucius virtues are required to achieve desired outcomes in different relationship stages. Our propositions also mark a vantage point to offer an alternative perspective for practitioners in formulating effective B2B relationship strategies in China.


Publication metadata

Author(s): Liu PCY, Yuan R, Luo J, Balaji MS

Publication type: Article

Publication status: Published

Journal: Industrial Marketing Management

Year: 2021

Volume: 96

Pages: 1-17

Print publication date: 01/07/2021

Online publication date: 28/04/2021

Acceptance date: 14/04/2021

Date deposited: 13/12/2021

ISSN (print): 0019-8501

ISSN (electronic): 1873-2062

Publisher: Elsevier

URL: https://doi.org/10.1016/j.indmarman.2021.04.008

DOI: 10.1016/j.indmarman.2021.04.008


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