How to build successful business to business (B2B) relationships in China : an Australian tourism case study perspective

Abstract

The thesis develops a greater understanding of Australia-China business to business (B2B) relationships in tourism services. The research focuses on Australian inbound tour operators (ITOs) successfully conducting business in China. There has been little empirical investigation in service sectors like tourism despite China's significant contribution to Australia's balance of payments. Building trust and exploring connections and relationships in an Australia-China
business setting has been studied but not through the lens of cultural intelligence (CQ) and within the context of a dyadic Australia-China understanding. CQ is defined as a person's capability to deal effectively in situations characterised by cultural diversity. The research also draws upon the industrial marketing and purchasing (IMP) paradigm to classify and interpret
ITO interactions, relationships and networks as a base unit-of-analysis (UOA).
A focal critical case plus complementary smaller cases are investigated and analysed using convergent interviewing of Australian ITOs and their Chinese counterparts. Finding Australian ITOs successfully conducting business in the Chinese market is not simple as this market has been dominated by ethnic Chinese agents. The thesis offers a rare insight of the B2B dyad operating in the unique tourism services sector. Key aspects investigated in the thesis include;
how ITOs established themselves; what lessons ITOs have learnt; what ITOs have been doing right, in the right place, and at the right time, and identification of common themes for ongoing success.
The research highlights the importance of establishing long term business and inter-firm relationships starting through interpersonal links, bonds and ties. Understanding the holistic needs of the Chinese customer is crucial. Organizational frameworks have been developed for Australians contemplating a Chinese business venture. Important aspects include scope, pace and rhythm of the two-way relationship development that is described here as understanding China's guanxi-dominant logic (G-D Logic) and aspects like China's deep view
of trust (xinren). Australian ITO success is built on deep and sustained personal and firm interactions with Chinese counterparts.

Date of Award	2019
Original language	English
Supervisor	Byron Keating (Supervisor), Raechel JOHNS (Supervisor), Sharon Jin (Supervisor), Anton Kriz (Supervisor), Raechel JOHNS (Supervisor) & Raechel JOHNS (Supervisor)