Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.
—Sun Tzu, The Art of War
We've looked at market dynamics and how the West got to where it is today. We have examined the threats, challenges, and opportunities for the East and the West. We have also gained an understanding of the Chinese culture and the way they do business (which is also applicable to other emerging entrants) within the context of each of the 5Ps.
In Chapter 4 we articulated what the West could be doing better and areas in which it is weaker within the new global dynamic. Now we will analyze the West's behavior and look at some suggested modifications to its current approach, based on the 5Ps categories. We will recommend new ways for the West to do business globally—how the West can change its game in order to succeed.
We have explored the culture of the Chinese and their ways of doing business, but what about Western culture? As we have discussed, the mind-set of Western culture is generally impatient, with a short-term strategic view and the desire for a quick return on investment. In addition, Westerners can be culturally insensitive and underinformed about cultures and customs outside of their own. We will delve into this in more detail in subsequent chapters.
Recommendations for the West
Our recommendations, derived from extensive analysis and actual application, are summarized ...