GuanXi And Gender: Does It Matter To Marketing Performance?

Purpose: The purpose of this paper is to propose a conceptual model in GuanXi and marketing performance linkage from the gender perspective. Design/ Methodology/ Approach: GuanXi is a concept of social networking that links personal to business relations to achieving personal or business gains. The...

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Main Authors: Teoh , Siau Teng, Mohd Isa, Salmi
Format: Conference or Workshop Item
Language:English
Published: 2016
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Online Access:http://eprints.usm.my/31347/1/Teoh_Siau_Teng.pdf
http://eprints.usm.my/31347/
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Institution: Universiti Sains Malaysia
Language: English
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spelling my.usm.eprints.31347 http://eprints.usm.my/31347/ GuanXi And Gender: Does It Matter To Marketing Performance? Teoh , Siau Teng Mohd Isa, Salmi B1-5802 Philosophy (General) Purpose: The purpose of this paper is to propose a conceptual model in GuanXi and marketing performance linkage from the gender perspective. Design/ Methodology/ Approach: GuanXi is a concept of social networking that links personal to business relations to achieving personal or business gains. The paper proposes the conceptual framework based on an extensive review of literature on GuanXi and marketing performance from gender perspective. The discussion is on the construct and relational types of GuanXi as a cultural element, which are pertinent to Asian institutional settings. Since most of the previous research offers no explanation for GuanXi’s distinct contribution to marketing outcome, this paper proposes the use of marketing performance metrics in order to capture precisely the GuanXi outcome. Findings: Previous research on GuanXi or relational based studies to performance outcome often focuses on the firm’s overall performance evaluation. However, the findings are inconsistent and this could be due to the subjective characteristics of social capital being ignored. This paper conceptualizes the possible linkage of GuanXi construct and relational outcomes to marketing performance, subsequently contributing to the overall firm’s performance through the gender lens. Practical Implications: Based on the model that has been developed, the linkage between GuanXi-marketing performance relations would be able to assist the industry manager in identifying their marketing efforts in relation to the marketing performance outcomes. In addition, the managers can take the gender variance into consideration when formulating the marketing strategies for effective relationship marketing to their business counterparts. Originality/ Value: This paper is original in its attempts in proposing the linkage between GuanXi to marketing performance outcome from the gender perspective. 2016-11-16 Conference or Workshop Item PeerReviewed application/pdf en http://eprints.usm.my/31347/1/Teoh_Siau_Teng.pdf Teoh , Siau Teng and Mohd Isa, Salmi (2016) GuanXi And Gender: Does It Matter To Marketing Performance? In: 3rd KANITA POSTGRADUATE INTERNATIONAL CONFERENCE ON GENDER STUDIES, 16 – 17 November 2016, Universiti Sains Malaysia, Penang.
institution Universiti Sains Malaysia
building Hamzah Sendut Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Sains Malaysia
content_source USM Institutional Repository
url_provider http://eprints.usm.my/
language English
topic B1-5802 Philosophy (General)
spellingShingle B1-5802 Philosophy (General)
Teoh , Siau Teng
Mohd Isa, Salmi
GuanXi And Gender: Does It Matter To Marketing Performance?
description Purpose: The purpose of this paper is to propose a conceptual model in GuanXi and marketing performance linkage from the gender perspective. Design/ Methodology/ Approach: GuanXi is a concept of social networking that links personal to business relations to achieving personal or business gains. The paper proposes the conceptual framework based on an extensive review of literature on GuanXi and marketing performance from gender perspective. The discussion is on the construct and relational types of GuanXi as a cultural element, which are pertinent to Asian institutional settings. Since most of the previous research offers no explanation for GuanXi’s distinct contribution to marketing outcome, this paper proposes the use of marketing performance metrics in order to capture precisely the GuanXi outcome. Findings: Previous research on GuanXi or relational based studies to performance outcome often focuses on the firm’s overall performance evaluation. However, the findings are inconsistent and this could be due to the subjective characteristics of social capital being ignored. This paper conceptualizes the possible linkage of GuanXi construct and relational outcomes to marketing performance, subsequently contributing to the overall firm’s performance through the gender lens. Practical Implications: Based on the model that has been developed, the linkage between GuanXi-marketing performance relations would be able to assist the industry manager in identifying their marketing efforts in relation to the marketing performance outcomes. In addition, the managers can take the gender variance into consideration when formulating the marketing strategies for effective relationship marketing to their business counterparts. Originality/ Value: This paper is original in its attempts in proposing the linkage between GuanXi to marketing performance outcome from the gender perspective.
format Conference or Workshop Item
author Teoh , Siau Teng
Mohd Isa, Salmi
author_facet Teoh , Siau Teng
Mohd Isa, Salmi
author_sort Teoh , Siau Teng
title GuanXi And Gender: Does It Matter To Marketing Performance?
title_short GuanXi And Gender: Does It Matter To Marketing Performance?
title_full GuanXi And Gender: Does It Matter To Marketing Performance?
title_fullStr GuanXi And Gender: Does It Matter To Marketing Performance?
title_full_unstemmed GuanXi And Gender: Does It Matter To Marketing Performance?
title_sort guanxi and gender: does it matter to marketing performance?
publishDate 2016
url http://eprints.usm.my/31347/1/Teoh_Siau_Teng.pdf
http://eprints.usm.my/31347/
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