The Impact of Digitalization on Guanxi: Negotiation Strategies for Western Companies in the Chinese E-commerce Market
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2025-06-23
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en
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Digital negotiations have become more common since the Covid-19 pandemic, including those between Chinese e-commerce suppliers and Western businesses. The adaptation of guanxi, the Chinese concept of trust, reciprocity, and emotional connection, to digital forms of negotiation is examined in this study. Guanxi is still important online, according to the research, which is based on interviews with both Chinese and Western professionals. However, trust is established through reputation, symbolic signals, and quick, sympathetic communication. Deeper relationships still benefit from physical contact. Western businesses are more successful when they use digital tools and act with cultural sensitivity. The study provides guidance for creating enduring online connections in a cross-cultural business-to-business setting.
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Faculteit der Managementwetenschappen