Similarities in Developing Business Relationships in Collectivist Societies of Emerging Economies in China and India

Abstract

Relationship building has become increasingly important for cross-cultural management as many countries regularly do business across boarders. Current research findings in this regard have so far primarily focused on marketing relationships or based on cross-cultural dimensions. Given the importance of communication strategies for business relationship building, it is no wonder that relationship building attracts much study and speculation. The concept of business relationship, however is often discussed in terms of marketing relationships as a universal principal, and little attention is given to comparing communication strategies for building relationships across cultures, and even less has been done to study this issue from culture specific and ethnographic perspectives ...