Be it leading executives of world-class brands, expensive reports by international research agencies, or small-time entrepreneurs venturing out into the world’s biggest developing market, they all seem to agree on one thing:
With a middle class growing by double digits annually, millions of spend-happy consumers trying out anything new at any price, a youth culture increasingly built on brands, and a growing need to project personal achievement through material assets,
Our consulting company came to
Because marketing is the next big thing, right? After being the world’s factory for decades,
So the cake is huge, but how to get a piece of it?
The very first thing I read in different books in preparation to coming to
On top of the business-related challenges in redefining your added value towards Chinese companies, are the everyday interpersonal challenges of cross cultural communication. On the surface, modern Chinese life seems very similar to what we know in the West. Under the surface however, the differences are huge. I’ve experienced that the Chinese have another perspective of time, timing and deadlines. A deadline is set and worked towards, but if it becomes clear that the deadline will not be met, it is simply delayed, hence losing all its intrinsic purpose. I’ve also learned that the Chinese are very process oriented as opposed to task- or result-driven. It is the way something is done, the way people interact that is important, not the result that is or must be achieved. The Chinese have a greater appreciation than me for power distance: the boss can never be wrong, can never not know something, and must always be pleased, even if this is impossible. Straightforward reporting and honest feedback become rare luxuries in this context.
It’s clear that there’s no guaranteed recipe for success. The hundreds of self-help books on how to become a millionaire overnight only slightly overshadow the number of titles written around how to be successful in
For my colleagues and me, every day sheds new light on the mystery of success in