Journal
CORPORATE REPUTATION REVIEW
Volume 9, Issue 3, Pages 171-178Publisher
PALGRAVE MACMILLAN LTD
DOI: 10.1057/palgrave.crr.1550026
Keywords
China; guanxi; network; reputation
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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.
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