An inference of gift‐giving within Asian business culture

Clare D’Souza (Dept. of Accountancy and Management, La Trobe University, Plenty Road, Bundoora 2083, Australia)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Publication date: 1 April 2003


This paper attempts to provide an understanding of gift‐giving for a more systematic assessment of relationship building to succeed in an Asian realm. This study proposes to examine the underlying linkage between the intensity of gift‐giving and constructing relationships. The goal is to provide both researchers and businesses an insight into how to successfully manage profitable relationships in a culture‐rich environment that is growing ever more demanding and complicated. Gift‐giving is seen as an act of reciprocity, and often misconstrued as bribery by Westerners, yet it appears to be an important constituent of the Asian culture and can be seen as a form of relationship investment, that if cultivated well, can uplift interactions between businesses.



D’Souza, C. (2003), "An inference of gift‐giving within Asian business culture", Asia Pacific Journal of Marketing and Logistics, Vol. 15 No. 1/2, pp. 27-38.

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Copyright © 2003, MCB UP Limited

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