Cross-cultural relationship management in the context of an emerging market: A social exchange approach

The purpose of this study is to enrich the understanding of cross-cultural relationship management from an emerging economy perspective. Drawing on social exchange theory, the study examines the case of Savico, a firm operating in Vietnam. The central themes under investigation include the factors that determine cross-cultural relationships with international partners, opportunities and challenges in these relationships, and how they evolve. Semi-structured face-to-face and online interviews were conducted with company representatives in leadership positions. The analysis reveals that while ethical principles, including trust, permeate such interactions, opportunities are heavily influenced by one-sided or nonconcrete rewards. The primary factors undermining relationships with international stakeholders include in-house and unmanageable inadequacies. In turn, their evolution is viewed primarily through the reinforcement of skills and values that are nurtured and embodied by the company’s leaders. Emerging from the analysis, the developed conceptual dimensions enabled a theoretical framework, highlighting various theoretical and practical implications.