6

The mindset of culture and its impact

Abstract:

This chapter discusses the market entry point of the Chinese market. A very important part of understanding the Chinese market is to understand its unique structure – a socialist centrally planned economy with open market characteristics. Therefore the entry strategy must be culturally suited for this unique market. It discusses the necessity of market research. However unless the method is culturally suited, it would not be effective. With real current case material this chapter demonstrates the importance of a bicultural consultant and argues it is the only way that organisations may overcome the cultural barrier effective.

Key words

financial loss

cultural difference

market research

FDI ...

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