Finally, we discuss the potential for these to produce new consumer subjectivities and new markets, and as a result we conclude with a discussion of the implications of such developments for consumer cultures, noting the potential for both liberatory/celebratory and critical discourse as well as avenues for future research.Your IP address has been temporarily blocked due to a large number of HTTP requests. We then offer examples of the practices that are emerging, specifically the increase in imaginative resources that interactive media provide practices that actualize probable, everyday commodities and experiences in the digital virtual and practices that actualize fantastic commodities and experiences in the digital virtual. This may be read as a fluid template that considers the movement between what resides in consumer imaginations as ideal or virtual, its actualization in material and now also digital virtual spaces. In an effort to better understand them this paper puts forward a taxonomy that may help us capture emerging consumer behavior in the digital virtual terrain in relation to virtual and material consumption. This study shows that personal networks are popular universally, but in China, they have unique, distinct ways of operation.ĭespite the popularity of online spaces that simulate aspects of consumption‐like experiences (online virtual worlds, video games and interactive functions on online retailers) conceptual tools that aim to comprehend such consumer practices are yet to emerge. In addition, managers should be aware of guanxi's dark sides, which include reciprocal obligations and collective blindness. The findings suggest that firms can improve market access and growth through guanxi networks, but managers need to capitalize on them from the personal to the corporate level. The authors also confirm that technological turbulence and competition intensity can be effective structure-loosening forces, thus reducing the governance effects of guanxi. The findings confirm guanxi's direct effects on market performance and its indirect effects mediated through channel capability and responsive capability. The authors surveyed senior executives in 282 firms in China's consumer products industries. Drawing on social capital theory, the authors propose an integrative framework that unbundles the benefits and risks of guanxi and delineates the organizational processes to internalize guanxi as a corporate core competence.
This study examines how and when guanxi operates as a governance mechanism that influences firm marketing competence and performance in the transitional economy of China.
Guanxi refers to the durable social connections and networks a firm uses to exchange favors for organizational purposes.
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