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Relationship Cultivation Strategies and Relationship Outcomes: A Comparative Study on Multinational and Taiwanese Companies’ Relationship Building in China

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Abstract:

The purposes of this study are to explore the strategies that can help an organization achieve quality relationships and, from the global public relations perspective, to find out the effective ways to communicate with the Chinese publics. I used the relationship cultivation strategies and relationship outcomes developed by Hon and J. Grunig (1999) to explore how differently multinational and Taiwanese companies build relationships with their publics in China. I conducted qualitative interviews with 20 participants from 18 Taiwanese companies and compared the findings with Hung’s (2003) study on multinational companies in China. The findings show that two-way and symmetrical communication were the best dimensions for both multinational and Taiwanese companies to achieve quality relationships. Among all the relationship cultivation strategies, positivity and cooperation were the strategies multinational and Taiwanese companies used the most to build trust, control mutuality, commitment, and satisfaction with their Chinese publics. This study not only provides more insightful evidences for the research on relationship management, but also gives more information on practicing successful public relations at the global setting.

Most Common Document Word Stems:

compani (255), relationship (245), public (196), taiwanes (188), communic (130), x (107), multin (100), relat (96), strategi (92), china (86), j (81), cultiv (79), use (71), grunig (68), chines (63), organ (63), way (63), trust (58), particip (52), commit (52), one (51),

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Public relations, relationship management, global public relations
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Name: International Communication Association
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MLA Citation:

Hung, Chun-ju. "Relationship Cultivation Strategies and Relationship Outcomes: A Comparative Study on Multinational and Taiwanese Companies’ Relationship Building in China" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA, May 27, 2004 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p113374_index.html>

APA Citation:

Hung, C. F. , 2004-05-27 "Relationship Cultivation Strategies and Relationship Outcomes: A Comparative Study on Multinational and Taiwanese Companies’ Relationship Building in China" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p113374_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The purposes of this study are to explore the strategies that can help an organization achieve quality relationships and, from the global public relations perspective, to find out the effective ways to communicate with the Chinese publics. I used the relationship cultivation strategies and relationship outcomes developed by Hon and J. Grunig (1999) to explore how differently multinational and Taiwanese companies build relationships with their publics in China. I conducted qualitative interviews with 20 participants from 18 Taiwanese companies and compared the findings with Hung’s (2003) study on multinational companies in China. The findings show that two-way and symmetrical communication were the best dimensions for both multinational and Taiwanese companies to achieve quality relationships. Among all the relationship cultivation strategies, positivity and cooperation were the strategies multinational and Taiwanese companies used the most to build trust, control mutuality, commitment, and satisfaction with their Chinese publics. This study not only provides more insightful evidences for the research on relationship management, but also gives more information on practicing successful public relations at the global setting.

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Document Type: .PDF
Page count: 41
Word count: 14611
Text sample:
Running Head: Comparison on Relationship Cultivation Relationship Cultivation Strategies and Relationship Outcomes: A Comparative Study on Multinational and Taiwanese Companies’ Relationship Building in China The Public Relations Division of The 54th International Communication Association New Orleans May 27-31 2004. Comparison on Relationship Cultivation 1 Abstract The purposes of this study are to explore the strategies that can help an organization achieve quality relationships and from the global public relations perspective to find out the effective ways to communicate with
upon the development of interpersonal trust. Journal of Abnormal and Social Psychology 61 223-230. Spicer C. (1997). Organizational public relations: A political perspective. Mahwah NJ: Lawrence Erlbaum. Strickland L. H. (1958). Surveillance and trust. Journal of Personality 26 200-215. Stafford L. Canary D. J. (1991). Maintenance strategies and romantic relationship type gender and relational characteristics. Journal of Social and Personal Relationships 8 217-242. Thomas K. (1976). Conflict and conflict management. In M. Dunnette (Ed.) Handbook of industrial and organizational


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