publication . Article . 2013

A COMPARATIVE STUDY OF SMALL BUSINESS OWNER-MANAGERS' IDENTITY CONSTRUCTION IN B2B RELATIONSHIP MARKETING AND BUSINESS NETWORKING DISCOURSE IN THE UK AND CHINA

PIYANUCH PREECHANONT; TAO LU;
Open Access
  • Published: 01 Jan 2013 Journal: Journal of Enterprising Culture, volume 21, issue 4, pages 495-532
Abstract
In a small business context, the importance of relationship marketing has not attracted much academic attention. This study explores the discursive resources on which small business owner-managers draw, when making sense of business to business (B2B) relationships and networks and constructing identities in various socio-cultural contexts. Through unstructured interviews with 21 British and 22 Chinese owner-managers, we find that both British and Chinese respondents show a noticeable preference for long-term interactive relationships and portray themselves as being interpersonal skillful. Yet British owner-managers describe themselves as being relational, trustw...
Subjects
free text keywords: Business to business (B2B), guanxi, identity construction, interorganizational relationship, interpersonal relationship, relationship marketing, sensemaking, small business, owner-manager
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