Confucian ethics exhibited in the discourse of chinese business and marketing communication

Zhu, Y. (2009) Confucian ethics exhibited in the discourse of chinese business and marketing communication. Journal of Business Ethics, 88 Supplement 3: 517-528. doi:10.1007/s10551-009-0299-2


Author Zhu, Y.
Title Confucian ethics exhibited in the discourse of chinese business and marketing communication
Journal name Journal of Business Ethics   Check publisher's open access policy
ISSN 0167-4544
Publication date 2009-10
Year available 2009
Sub-type Article (original research)
DOI 10.1007/s10551-009-0299-2
Volume 88
Issue Supplement 3
Start page 517
End page 528
Total pages 12
Editor Kim-Shyan Fam
Zhilin Yang
Mike Hyman
Place of publication Netherlands
Publisher Springer
Collection year 2010
Language eng
Subject C1
1503 Business and Management
910402 Management
Formatted abstract
With the internationalisation of the Chinese
market, Confucian ethics began to draw researchers’
attention. However, little research has been conducted in
the specific application of Confucian ethics in marketing
communication. This article fills in the research gap by
examining how Confucian ethics underpins the discourse
of Chinese Expo invitations. Chinese sales managers’
views are incorporated into the analysis as substantiation of
findings. Confucian ethics embraces both qing (emotion)
and li (reason) and relevant ethical values such as guanxi
(connections), qing, and mianzi (face) play an important
role for advertising Expos and trade fairs. The study also
highlights the complexities of Chinese Expo advertising
that is embedded in inviting behaviour. These findings
shed light on understanding Confucian ethics in marketing
communications in general and have implications for
ethical international marketing and advertising practices.
Keyword Confucian ethics
mianzi
qing
li
guanxi
renqing
reciprocity
genre
Expo invitations
CHINA/
GENRE
Q-Index Code C1
Q-Index Status Confirmed Code

Document type: Journal Article
Sub-type: Article (original research)
Collections: 2010 Higher Education Research Data Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 7 times in Thomson Reuters Web of Science Article | Citations
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Created: Sun, 14 Feb 2010, 00:01:56 EST