Multinational Firms in China: Marketing by the Means of Guanxi

摘要

The expansion of the Chinese economy over the last couple of decades has brought about an abundance of opportunity for foreign investment. While China is a land of opportunity for multinational companies of all shape and size, being able to adapt to the unique cultural landscape can provide many difficulties. Being able to market products while adhering to cultural norms and maintaining corporate standards can often decide the success or failure of an investment. This paper seeks to understand the importance guanxi (relationships) in marketing for foreign companies that have operations in China. I have developed a model that will help map out the importance of relationships both within, and outside the foreign companies that are operating in China. The main focus of this model concentrates on marketing and guanxi.