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Abstract Numerous studies either on inter-organizational management in marketing channels or on Chinese GUANXI have been published. Some connect the two, testing the impact of GUANXI on Chinese firms’ inter-organizational cooperation and management in marketing channels. However, due to its richness in meaning, GUANXI，as a concept，is understood differently and makes this stream of literature conceptually unclear, chaotic in measurement operationalization, and difficult for further investigation. In order to fill in the gap, this paper firstly discusses the basic connotations of Chinese GUANXI, and then proposes a theoretical model by connecting inter-firm GUANXI with inter-firm cooperative relationship in marketing channels. The model may serve as a basis for further studies on the topic.
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Received: 18 October 2011
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2012, Vol. 1 
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