We use the recent developments in relationship marketing theory to analyse guanxi. Additionally, we detect relevant changes in the structural conditions of China that make guanxi necessary in the access to the Chinese market. 374-389, 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.
Cultural differences along the individualism-collectivism dimension are hypothesized to affect people's reactions to certain advertising appeals. Results indicate that appeals which emphasize individualistic benefits are more effective in the USA than in China. When appeals emphasizing collectivistic benefits are employed, they are generally more effective in China. However, such effects can be moderated by product characteristics. Different product types may serve to influence the effectiveness of culturally-congruent advertising appeals.