دانلود رایگان مقاله محلی سازی چین مداخله گوانگسی روابط تجاری چین و ایالات متحده

abstract

Understanding and adapting to local cultures has long been considered as an important part of successful localization, yet extant literature has not discussed how the adoption of cultural-specific construct as tools of localization facilitates successful b2b relationships with local counterparts. Whilst international companies are increasingly concerned with their business performance in China, this study believes b2b firms should engage the cultural-specific concept of guanxi (interpersonal ties) as a tool of localization when interacting with Chinese counterparts for better financial performance and long-term orientation. Using data collected from 299 Chinese buyers regarding their Sino–US business relationships, the results reveal that the relations between trust and fi- nancial performance and between uncertainty and long-term orientation are moderated by guanxi. The findings shed further light on localization literature with evidence highlighting the impact of guanxi in localizing b2b relationship activities in China.

6. Discussion and implications

Extending previous debate on how localization requires international businesses to better understand and adapt to the local cultural values and norms (Czinkota & Ronkainen, 1998; Ferle, Edwards, & Lee, 2008; Roth, 1995), this study makes the first attempt to theoretically argue that cultural-specific relational notions should be considered as tools of localization to facilitate successful b2b relationships in foreign markets. Bridging the stream of guanxi literature to study localization in China, this paper empirically examines how the cultural-specific notion of guanxi and its sub-dimensions moderate that effect of relationship constructs on financial performance and long-term orientation. Empirical data collected from Chinese buyers regarding their Sino– US business relationships confirms guanxi's significance as a localization tool in two ways. Firstly, whilst guanxi significantly replaces the positive impact of trust on financial performance, the finding advises that in the Chinese context, guanxi between sales representatives and procurement managers at a personal level also substitutes the requirement of organizational trust that is needed for achieving better financial performance, explaining why guanxi can replace the need of having a contract in the Chinese perspective (Yen et al., 2007). Secondly, when guanxi significantly weakens the negative impact of uncertainty on long-term orientation, the outcome suggests that guanxi provides a safeguard to maintain relationship longevity, counterbalancing the negative impact of uncertainty (Jorgensen & Petelle, 1992).