Journal of Research in International Business and Management

Confucius, Confucian Values and their Applications on Marketing-The Brunei Perspective

Abstract

Patrick Kim Cheng Low, Sik-Liong Ang

In this article, the practitioners/academicians examine the impact of Confucian values on marketing in South East Asia, more so, in the Brunei Darussalam context. Using Chinese sayings and proverbs, the authors present and interpret Confucian values derived from the sagely wisdom of Confucius. From Confucius comes the emphasis on filial piety which is linked to positive, harmonious relationships as well as to the value of quality service and service excellence that bring many benefits to business prosperity including Confucian marketing. The practice of Confucian teachings can bring much peace, learning, and growth for business sustainability.

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