Marketers have acknowledged the importance of relationship ….docVIP

“INTERPRETING GIFT GIVING FROM AN ASIAN PERSPECTIVE IN A BUSINESS CONTEXT” Clare D’Souza, La Trobe University Abstract This paper attempts to provide a conceptual framework with relation to interpreting gift giving for a more systematic assessment of relationship building to succeed in an Asian realm. Envisaged as an act of reciprocity, it is a fundamental constituent of the Asian culture that bonds buyer/supplier relationships. Gift giving can be seen as a form of relationship investment that if cultivated well can enrich interactions between buyers and sellers from a business milieu. Introduction Gift giving is envisaged as an act of reciprocity based on maintaining strong relationships and often neglected in the management or international business literature. In order to gain an understanding of one of the less tangible factors behind successful business operations, 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 to successfully manage profitable relationships in a cultural-rich environment that is growing ever more demanding and complicated. It offers suggestions to assist western managers and foreign investors in gaining a perspective on gift giving and how it is practiced in an Asian realm. Business executives don’t base their investment solely on economic considerations; other factors such as networking and business relationships are also vital. Although India and China are discussed here, one should be made aware that each country in Asia is governed by its distinctive culture that leads to specific behaviour appropriate to the setting. Success in Asia requires an in depth understanding of their unique business environment and culture. Understanding culture is regarded critical to success in managing and marketing. It is also significant for foreign investors who can; in addition, gain a competitive edge by understanding a