Analyzing stage and duration of Anglo-Chinese business-to-business relationships

Dorothy A. YEN*, Bradley R. BARNES

*Corresponding author for this work

Research output: Journal PublicationsJournal Article (refereed)peer-review

72 Citations (Scopus)


The manuscript reports on a study aimed at analyzing a series of relational variables derived from the Western industrial buyer-seller relationship and Chinese guanxi literature. The findings based on data collected from over 200 Taiwanese trading firms reveal that buyer's perceptions of organizational trust, communication, cooperation, social bonding and the saving of face are higher in Anglo-Chinese relationships that venture beyond the short-term. It is also found that cooperation, social bonding and performance are greater in those b2b relationships surveyed that are relatively more mature than in emerging states. The findings also reveal that relationship duration and stage have a significant moderating effect on various Inter-organizational and Interpersonal-Outcome relationships. Several managerial implications are extracted to help Western firms better manage their international relations, as well as help new exporting firms penetrate such well-established guanxi networks.

Original languageEnglish
Pages (from-to)346-357
Number of pages12
JournalIndustrial Marketing Management
Issue number3
Publication statusPublished - Apr 2011
Externally publishedYes


  • Business-to-business marketing
  • Buyer-seller relationships
  • China
  • Taiwan


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