Content area
Full text
Abstract
This paper attempts to provide an understanding of gift-giving for a more systematic assessment of relationship building to succeed in an Asian realm. This study proposes to examine the underlying linkage between the intensity of gift-giving and constructing relationships. The goal is to provide both researchers and businesses an insight into how to successfully manage profitable relationships in a culture-rich environment that is growing ever more demanding and complicated. Gift-giving is seen as an act of reciprocity, and often misconstrued as bribery by Westerners, yet it appears to be an important constituent of the Asian culture and can be seen as a form of relationship investment, that if cultivated well, can uplift interactions between businesses.
Key words: gift-giving, culture, Asian, guanxi
Introduction
Gifts can be tangible or intangible; they may be in the form of cash or kind. It is popular to give gifts redolent with some meaning. Recognition, affection and importance are all conferred along with gifts (Stafford, 1997). Gifts also encourage reciprocal relations by perhaps discharging a social obligation, or expressing gratitude in some form (Fadiman, 1986).
Anthropologists and historians who were influenced by the work of Mauss (1967) have shed some light on gift-giving in the articulation of Asian society. Although gift-giving derives its significance from the economic and symbolic value each culture places on the gift (Carrier 1991; Mauss 1967), the tradition of gift-giving has evolved in numerous dimensions. In a modern day situation, gift-giving is seen as a gesture of goodwill or as a token of appreciation or affection. However, from a business perspective it could be categorized into two broad classifications, for instance, it is intended to create an obligation (Shaw & Barry, 1998), or intended for appreciation. The former can be viewed as a long-term bond, the latter as short-term gratification. The process may take place over time and goes through three phases, giving, receiving and reciprocating (Joy, 2001).
The attention towards gift-giving has been viewed more so as a social exchange towards individuals, rather than from a business perspective, for maintaining strong relationships. It is a subject that may be of equal significance to an understanding of what the implications and ethical considerations are, for one of the less tangible factors (gift-giving) behind...