The need for a co-alignment between internal and external marketing has largely been discussed in the literature. In an attempt to increase the conceptual and empirical body of knowledge, the present study follows a systematic presentation of balanced market orientation. After a brief literature review, it tackles research gaps building on theoretical hypotheses. An empirical examination based on 217 questionnaires, addressed to hotel managers, illuminates the role of culture in this context. Results unveil a significant positive relationship between internal marketing, market orientation and firm performance, irrespective of the underlying culture. Opting for a balanced market orientation, hotel managers gain particular insight into its principal axes and their interrelationships in practice.

Although the role of Guanxi in the Chinese business to business (B2B) market as a form of relationship marketing has received increasing attention in recent years, few empirical studies have explicitly distinguished between Guanxi and relationship marketing. Westerners typically consider Guanxi as unethical, but foreign-invested enterprises (FIEs) may have some difficulty in fully practicing relationship marketing in China without considering the influence of Chinese culture. In this regard, this study is guided by the following research question: “In China, should foreign-invested enterprises (FIEs) adopt Guanxi instead of relationship marketing in the B2B market?” In this study, we first provide an overview of previous research on Guanxi, focusing on the fundamental differences between Guanxi and relationship marketing. We then provide an empirical analysis of the differential effects of Guanxi and relationship marketing on firm performance by investigating 295 FIEs in the Chinese B2B market. The results suggest that Guanxi and relationship marketing are not trade-off options in today’s Chinese market. Guanxi and relationship marketing have synergetic effects on firm performance, that is, they have differential effects based on the mode of market entry and the type of competitor. Guanxi is more likely to influence firm performance for collaboration based entry firms rather than entry without collaboration firms, whereas relationship marketing is more likely to influence firm performance when FIEs’ main competitors are foreign firms than when they are local firms.

This study of modernism examines the antithesis between high art and mass culture, which Andreas Huyssen closely analyzed in After the Great Divide (1986). Calling this antithesis the divide, Huyssen elaborated the Adomo/Horkheimer version of this chasm. Suggesting the necessary relationship between "High Modernism" and mass culture, Huyssen marked a comer of modernism--that is to say, the avant-gardism-- that had a positive relationship to mass culture. Dealing with the formation of early modernism and its avant-gardism, first I explore how modernism fits into the commercialization of the industrialized society. Modernist works become the commodities in mass culture, even while modernist writers assume "relentless hostility" to the conversion of their works into "easily consumed products." Though the unearthing early modernism has many controversial facets and writers, I mainly focus on Eliot and Pound, briefly presenting the examples of H. D., Joyce, and Lawrence. As Pound declares, Eliot's The Waste Land was a landmark that manifested the justification of the movement of their modem experiment since 1900. Pound was deeply involved in the editing stage of The Waste Land as well as in the historical process of its publication. As Lawrence Rainey says, the price of The Waste Land was actually that of literary modernism. Along with the historical account of marketing modernist works, literary journals between 1900-1930 are also crucial, in that they were the important venues for modernist poetic experimentation and avant-gardism and of first to publish modernist writers' works. For instance, in 1917, the editors of The Little Review, the American avant-garde magazine, proclaimed that they would "make no compromise with the public taste." However, at the same time, by employing a prominent advertising agent, they adopted plans to market the magazine. This inconsistency can be also found in the marketing strategy of The Egoist, for the poet Richard Aldington even suggested hiring sandwich-board man to march around London advertising and selling copies of The Egoist. While Eliot's The Waste Land was a terminal result of modernist poetic experimentation and avant-gardism since 1900, his and Pound's marketing strategy of The Waste Land was also to follow its determined course as in other modernist writers'. Thus, the publication of The Waste Land inevitably records the canonization and commercialization of literary modernism, which were socially and historically constituted.