Using Guanxi to Establish Corporate Reputation in China

Author: Standifird, Stephen S¹

Source: Corporate Reputation Review, Volume 9, Number 3, 2006 , pp. 171-178(8)

Publisher: Palgrave Macmillan

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Abstract:

The purpose of this article is to explain how guanxi can be used as a mechanism for establishing corporate reputation in China. Guanxi can be roughly described as a type of social capital that is developed between two persons via a process of reciprocal exchange. The key to using guanxi as a way of establishing reputation is to focus on developing and maintaining a network of high-quality contacts while maintaining the focus on the discrete relationships that constitute the network. Organizations can establish themselves as reputable in China by having a multitude of organizational participants engage in guanxi-based business practices. However, guanxi remains a product of individuals and becomes an organizational asset only to the extent that individuals are willing to use their guanxi in order to achieve organizational objectives.Corporate Reputation Review (2006) 9, 171-178. doi:10.1057/palgrave.crr.1550026

Document Type: Research article

DOI: 10.1057/palgrave.crr.1550026

Affiliations: 1: 1School of Business Administration, San Diego, CA, USA

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