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Business gifts: A form of non-verbal and symbolic communication

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  • Bruhn, Manfred

Abstract

The development and fostering of business relations is of crucial importance in marketing. Customer satisfaction is becoming the key success factor in this context. The creation of customer satisfaction by means of fostering the business relationship comprises rational aspects as well as personal, human aspects. The exchange of gifts is part of the personal relationship and conveys a variety of messages in our culture. Gift giving between companies has already become usual to a considerable degree. Nevertheless, the givers do not proceed very professionally in most of the cases. In order to facilitate a systematic approach to the problem of gift giving in business, Manfred Bruhn has analysed the gift culture of German companies in a survey. By comparing the expectations and the actual behaviour of givers and recipients, deficits in gift giving behaviour can be identified. These deficits, in conjunction with a theoretical framework lead to his recommendations for more effective and more efficient gift giving in business life.

Suggested Citation

  • Bruhn, Manfred, 1996. "Business gifts: A form of non-verbal and symbolic communication," European Management Journal, Elsevier, vol. 14(1), pages 61-68, February.
    • Handle: RePEc:eee:eurman:v:14:y:1996:i:1:p:61-68
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    Cited by:

    1. Guglielmo Faldetta, 2011. "The Logic of Gift and Gratuitousness in Business Relationships," Journal of Business Ethics, Springer, vol. 100(1), pages 67-77, March.

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