The difference between Chinese and Western negotiations

E. Alan Buttery (Hawkesbury Campus, University of Western Sydney, Australia)
T.K.P. Leung (Department of Business Studies, The Hong Kong Polytechnic University, Kowloon, Hong Kong)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 1998


Guanxi is the foundation of Chinese business negotiations. The paper explains the meaning of Guanxi and uses it to differentiate between the characteristics of Chinese and Western negotiations in the marketing context. Guanxi is a characteristic of Chinese culture and provides a starting point for understanding the Chinese negotiating style. Western cultures have inherently different characteristics. As culture is so important in the negotiation process, the paper also reviews the five dimensions of culture as outlined by Hofstede (1991) and places these in the Chinese context.



Buttery, E. and Leung, T. (1998), "The difference between Chinese and Western negotiations", European Journal of Marketing, Vol. 32 No. 3/4, pp. 374-389.

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Copyright © 1998, MCB UP Limited

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