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Cultural influence on relationship cultivation strategies: Multinational companies in China

Chun‐ju Flora Hung (Assistant professor in the Department of Communication Studies, Hong Kong Baptist University)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 1 July 2004



This study of multinational companies in China focuses on the role culture plays in relationship cultivation. The author interviewed 40 participants from 36 multinational companies in China. The findings revealed that characteristics of Chinese culture, such as family orientation, guanxi, relational orientation (role formalisation, relational interdependence, face, favour, relational harmony, relational fatalism and relational determination) had an influence on multinational companies’ relationship cultivation strategies. Multinationals from Western countries were found, however, to be more persistent in maintaining their own cultural values in relationship building than multinational companies from Asian countries.



Flora Hung, C. (2004), "Cultural influence on relationship cultivation strategies: Multinational companies in China", Journal of Communication Management, Vol. 8 No. 3, pp. 264-281.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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