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Chapter 1: China's International Trade History 1 The Silk Road and Ocean Adventures Gun Boat Diplomacy The 'Cold War' The Miracle of Economic Development The Open Door Foreign Investment Economic Miracle China in the Twenty-First Century A Real Market The World Trade Organization Effect Chapter 2: Traditional Chinese Business Values 19 Confucian Predominance Hierarchy Collectivism The Many Faces Of TFace' Pragmatism: Human Nature the Supernatural High Uncertainty Avoidance Egalitarianism Ancient Business Values Valuing Agriculture and Belittling Commerce Business: Crafty and Unscrupulous Limiting the Pursuit of Personal Wealth Chapter 3: The Revolution in Chinese Business 39 'Business Fever' "Being rich is Glorious' The Importance of Friendship Guanxi The 'Seamless-ness' ofBusiness and Officialdom Good Fortune in Business Stratagems in Business Chapter 4: Chinese Negotiating Style 59 The Rules of Negotiation The Initial Stage: Roles and Relationships The Middle Stage: Patience and Compromise The Final Stage: Win-win Ending and Termination with Openness The Role Of Banquets Banquets during Negotiations The Time, Place and Means ofBanqueting Chinese Negotiating Tactics Chapter5: Joint Ventures 91 Finding a Good Partner State-Owned Chinese Corporations Privately-Owned Corporations Collective - Owned Enterprises International Joint Ventures Initiating Joint Venture Co-operation Choosing the Right Chinese Employees Ongoing Management Chapter 6: Using Networks 141 Guanxi A Dynamic Interpersonal Network Gift-Giving Amicable Relationships with Officials The Role of the Chinese Government Anti-Corruption Skills Chapter 7: The Chinese Market and Consumer Psychology 175 Consumer Behaviour Demographic Segmentation Socio-economic Segmentation Organisational Segmentation Geographic Segmentation The Psychology of Chinese Consumers Saving Prior to Consuming Vying for Purchasing Relationship Driven Purchasing Flaunting Consuming Chapter 8: Effective Marketing 201 Market Research Knowing the Market Organizing Market Research Sales Promotion Branding Packaging Advertising Public Relations Distribution Current Obstacles Marketing Channels Chapter 9: How to Thrive in Business 239 Patience - Psychological Preparation Power - Financial Strength Predisposition - Developing Relationships Personnel - Recruiting the Right people Protection - Legal Security Perspective - Cultural Sensitivity References 261 About the Authors 267 Index 269