Cultural Influences On Consumer Goods Marketing In China

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Cultural Influences on Consumer Goods Marketing in China

Author : Mark Fernandez
Publisher : GRIN Verlag
ISBN 13 : 3346100049
Total Pages : 165 pages
Book Rating : 4.3/5 (461 download)

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Book Synopsis Cultural Influences on Consumer Goods Marketing in China by : Mark Fernandez

Download or read book Cultural Influences on Consumer Goods Marketing in China written by Mark Fernandez and published by GRIN Verlag. This book was released on 2020-01-21 with total page 165 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, TU Bergakademie Freiberg (Professur für Englische Fachsprache der Wirtschaftswissenschaften und technischen Wissenschaften), language: English, abstract: In recent years, China has witnessed the most skyrocketing economic growth in history. For Germany, China has become the third most important trading partner. Especially for German key industries like the automotive branch and mechanical engineering, the Chinese market has become vitally important. The shift from a seller’s market to a buyer’s market in China with an excess of supply over demand is accompanied by extreme competition between countless suppliers, which forces competing companies to implement efficient and effective marketing strategies in order to acquire customers. Cultural factors in China and Germany differ so much that they affect the entire success of business. They act as invisible barriers that must be overcome, not only in order to build competitive advantages, but in order to be competitive at all. When entering the Chinese market, foreign firms must consider that they will operate in a completely different culture, in which perception, communication, norms, values and other aspects cannot be compared to their respective German counterparts. As this thesis will show, many foreign firms fail in the Chinese market due to their inadequate altercation with cultural specifics, an unwillingness to adapt their strategy to the cultural environment, or a product-market mismatch based on cultural dissimilarities. In order to implement marketing strategies flexibly and effectively in a completely different environment for a completely different target clientele, it is indispensable for German marketers to learn about Chinese culture mindfully. Therefore, the main objective of this work is to prepare German marketing professionals for conducting marketing activities in the Chinese market by demonstrating the impact of culture on marketing, making German marketers more familiar with Chinese culture, and by providing useful advice for their marketing strategies.

Consumer Behavior in Asia

Author : Erdener Kaynak
Publisher : Routledge
ISBN 13 : 131794836X
Total Pages : 131 pages
Book Rating : 4.3/5 (179 download)

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Book Synopsis Consumer Behavior in Asia by : Erdener Kaynak

Download or read book Consumer Behavior in Asia written by Erdener Kaynak and published by Routledge. This book was released on 2014-06-23 with total page 131 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understand the Asian consumer’s demands and effective marketing strategies! The emergence of China as a viable consumer market has created tremendous opportunities for international or multinational firms looking for market entry or expansion in China. At the same time, the evolution of the Chinese economy and the increasing heterogeneity of Chinese consumers also pose a great deal of challenges for global marketers trying to assess and evaluate the Chinese market. Consumer Behavior in Asia: Issues and Marketing Practice will help marketers and market researchers understand Asia’s consumer market by providing you with a consumer segmentation of China’s 1.25 billion population as it explores Asia’s cultural values, consumer perceptions, and attitudes. From this book, you will discover everything from perceptions and preferences toward advertising and different consumer goods to the emergence and growth of different upper class sectors. Consumer Behavior in Asia provides you with demographics, psychographics, and life-styles of Asian consumers to assist you in successfully entering the Asian market. Academics and business executives will be able to examine the emergence of the Asian markets and focus on the similarities and differences of Asian consumers with Western counterparts. Consumer Behavior in Asia will enable you to accurately assess market demands and enact effective marketing strategies. With this essential book you will explore several studies that reveal information on Asian consumers, including: marketing strategies for firms to adjust and thrive as fast food providers in Asia market segmentation considerations for rural and urban areas a complete outline of China’s population segments, buying preferences, and spending power consumer decisions based on the country-of-brand and brand of product Asian generation X-ers’perceptions toward advertising influences of cultural forces on consumer behavior, such as the importance of gift giving Consumer Behavior in Asia provides you with a complete overview of China’s economy and highlights the attractiveness of the growing market. The plethora of business opportunities in China is epitomized by the encouraging words one would say to an ambitious merchant--“Go west, young man--to the East!”

China Made

Author : Karl Gerth
Publisher : BRILL
ISBN 13 : 1684173868
Total Pages : 470 pages
Book Rating : 4.6/5 (841 download)

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Book Synopsis China Made by : Karl Gerth

Download or read book China Made written by Karl Gerth and published by BRILL. This book was released on 2020-05-11 with total page 470 pages. Available in PDF, EPUB and Kindle. Book excerpt: "“Chinese people should consume Chinese products!” This slogan was the catchphrase of a movement in early twentieth-century China that sought to link consumption and nationalism by instilling a concept of China as a modern “nation” with its own “national products.” From fashions in clothing to food additives, from museums to department stores, from product fairs to advertising, this movement influenced all aspects of China’s burgeoning consumer culture. Anti-imperialist boycotts, commemorations of national humiliations, exhibitions of Chinese products, the vilification of treasonous consumers, and the promotion of Chinese captains of industry helped enforce nationalistic consumption and spread the message—patriotic Chinese bought goods made of Chinese materials by Chinese workers in factories owned and run by Chinese. In China Made, Karl Gerth argues that two key forces shaping the modern world—nationalism and consumerism—developed in tandem in China. Early in the twentieth century, nationalism branded every commodity as either “Chinese” or “foreign,” and consumer culture became the place where the notion of nationality was articulated, institutionalized, and practiced. Based on Chinese, Japanese, and English-language archives, magazines, newspapers, and books, this first exploration of the historical ties between nationalism and consumerism reinterprets fundamental aspects of modern Chinese history and suggests ways of discerning such ties in all modern nations."

What Chinese Want

Author : Tom Doctoroff
Publisher : Macmillan
ISBN 13 : 1137000546
Total Pages : 273 pages
Book Rating : 4.1/5 (37 download)

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Book Synopsis What Chinese Want by : Tom Doctoroff

Download or read book What Chinese Want written by Tom Doctoroff and published by Macmillan. This book was released on 2012-05-22 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: What Chinese Want provides a sweeping look at contemporary Chinese consumer behavior, how its cultural influences separate it from the West, and how marketers and businesses can harness the natural strengths of this age-old civilization to succeed there. Today, most Americans take for granted that China will be the next global superpower. But despite the nation's growing influence, the average Chinese person is still a mystery - or, at best, a baffling set of seeming contradictions - to Westerners who expect the rising Chinese consumer to resemble themselves. Here, Tom Doctoroff, the guiding force of advertising giant J. Walter Thompson's (JWT) China operations, marshals his 20 years of experience navigating this fascinating intersection of commerce and culture to explain the mysteries of China. He explores the many cultural, political, and economic forces shaping the twenty-first-century Chinese and their implications for businesspeople, marketers, and entrepreneurs - or anyone else who wants to know what makes the Chinese tick. Dismantling common misconceptions, Doctoroff provides the context Westerners need to understand the distinctive worldview that drives Chinese businesses and consumers, including: - Why family and social stability take precedence over individual self-expression and the consequences for education, innovation, and growth; - Their fundamentally different understanding of morality, and why Chinese tolerate human rights abuses, rampant piracy, and endemic government corruption; and - The long and storied past that still drives decision making at corporate, local, and national levels. Change is coming fast and furious in China, challenging not only how the Western world sees the Chinese but how they see themselves. From the new generation's embrace of Christmas to the middle-class fixation with luxury brands; from the exploding senior demographic to what the Internet means for the government's hold on power, Doctoroff pulls back the curtain to reveal a complex and nuanced picture of a fascinating people whose lives are becoming ever more entwined with our own.

China's New Culture of Cool

Author : Cynthia Chan
Publisher : Pearson Education
ISBN 13 : 013279814X
Total Pages : 210 pages
Book Rating : 4.1/5 (327 download)

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Book Synopsis China's New Culture of Cool by : Cynthia Chan

Download or read book China's New Culture of Cool written by Cynthia Chan and published by Pearson Education. This book was released on 2006-08-18 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: When China opened its borders to travelers and its economy to international trade, businesses all over the world took note. With well over one billion people, it represented a huge potential marketplace for goods and services. Huge as it is, however, China is not a monolithic culture. Though deeply rooted in native traditions, its contemporary marketplace is eclectic, combining Chinese regional styles with elements borrowed from foreign cultures. Most of all, it is evolving at a remarkable pace. To succeed in that dynamic emerging market, smart businesses need to understand its driving influences—especially its urban youth. Authors Lianne Yu, Cynthia Chan, and Christopher Ireland bring their collective experience and perspective to this thoughtful, beautifully illustrated analysis of the world’s fastest-growing market. Focusing on four fundamental aspects of the consumer Chinese lifestyle—food, style, home life, and mobility—they show how Chinese culture is speedily developing into a radically new form. Anyone who is interested in expanding his or her business in China should not miss this analysis.

China's Super Consumers

Author : Savio Chan
Publisher : John Wiley & Sons
ISBN 13 : 1118905903
Total Pages : 245 pages
Book Rating : 4.1/5 (189 download)

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Book Synopsis China's Super Consumers by : Savio Chan

Download or read book China's Super Consumers written by Savio Chan and published by John Wiley & Sons. This book was released on 2014-09-03 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: Chinese Consumers are Changing The World – Understand Them and Sell To Them China has transformed itself from a feudal economy in the 19th century, to Mao and Communism in the 20th century, to the largest consumer market in the world by the early 21st century. China's Super Consumers explores the extraordinary birth of consumerism in China and explains who these super consumers are. China's Super Consumers offers an in-depth explanation of what's inside the minds of Chinese consumers and explores what they buy, where they buy, how they buy, and most importantly why they buy. The book is filled with real-world stories of the foreign and domestic companies, leading brands, and top executives who have succeeded in selling to this burgeoning marketplace. This remarkable book also takes you inside the boardrooms of the people who understand Chinese consumers and have had success in the Chinese market. A hands-on resource for succeeding in the Chinese marketplace Filled with real-world stories of companies who have made an impact in China Discover what the Chinese consumer wants and how to deliver the goods Written by Savio Chan and Michael Zakkour, two leading experts on the Chinese market This book is an invaluable resource for anyone who wants a clear understanding of how China's Super Consumers are changing the world and how to sell to them.

Influences of Asian Cultural Identity on Global Marketing Strategies

Author : Emily Bloom
Publisher : GRIN Verlag
ISBN 13 : 3668077568
Total Pages : 19 pages
Book Rating : 4.6/5 (68 download)

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Book Synopsis Influences of Asian Cultural Identity on Global Marketing Strategies by : Emily Bloom

Download or read book Influences of Asian Cultural Identity on Global Marketing Strategies written by Emily Bloom and published by GRIN Verlag. This book was released on 2015-10-30 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Cultural Studies - Miscellaneous, grade: 1,0, University of Greenwich, language: English, abstract: This paper discusses the influence of Asian cultural identity on Global Marketing. Over the course of the past decades globalisation has had a great impact on the every day lives of people around the globe. Due to the advances in technology and new inventions, such as the internet and therefore the diminishing of boundaries, people from various countries of the world are now more than ever able to be connected to each other, travel and overcome far distances, as well as purchase and consume products and services from all over the world. The benefits of globalisation not only influence people in their daily lifes, but can also be applied to the way in which companies organise themselves as well as operate in their home and foreign markets. The rise of global companies that sell and market products in foreign countries affected organisational work and created the need for global marketing strategies. In order for these strategies to work the different cultural backgrounds and values of customers need to be taken into account. Mooij supports this idea by pointing out, that in order for marketing or advertising to be effective it “must include values that match the values of the consumers being addressed“ (Mooij, 1998, p.91). Mooij explains further, that the way in which consumers behave and are motivated largely depends on their culture, which is why marketing strategies need to be relevant to the culture of the consumer they are trying to address (Mooij M. D., 1998). This explains why marketing managers today face a number of challenges and are influenced by the cultural identity of the country they are marketing a product in. Asia has one of the largest economies of the world which makes it extremely attractive for companies seeking to expand globally. East Asia alone is home to about 20 percent of the world’s population and is likely to make up an equally high share of the world trade (Chaze, 2010). In the following, this essay will try to explain how the Asian culture in terms of group, family and status orientation might culturally influence the way in which foreign companies market their products to Asian consumers as well as discuss possible practical measures that should be taken by international marketers in this context.

Cultural Impact on International Branding

Author : Zhenyi Li
Publisher :
ISBN 13 :
Total Pages : 156 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis Cultural Impact on International Branding by : Zhenyi Li

Download or read book Cultural Impact on International Branding written by Zhenyi Li and published by . This book was released on 2001 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: Summary in Chinese.

Cross-Cultural Social Media Marketing

Author : Emi Moriuchi
Publisher : Emerald Group Publishing
ISBN 13 : 1838671773
Total Pages : 154 pages
Book Rating : 4.8/5 (386 download)

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Book Synopsis Cross-Cultural Social Media Marketing by : Emi Moriuchi

Download or read book Cross-Cultural Social Media Marketing written by Emi Moriuchi and published by Emerald Group Publishing. This book was released on 2021-06-22 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally.

Chinese consumers ́s behaviours. The Chinese market, retail strategies and consumer groups

Author : Lisa Bouam
Publisher : GRIN Verlag
ISBN 13 : 3656677956
Total Pages : 18 pages
Book Rating : 4.6/5 (566 download)

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Book Synopsis Chinese consumers ́s behaviours. The Chinese market, retail strategies and consumer groups by : Lisa Bouam

Download or read book Chinese consumers ́s behaviours. The Chinese market, retail strategies and consumer groups written by Lisa Bouam and published by GRIN Verlag. This book was released on 2014-06-24 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: China ́s reform and open up policy initiated in 1978 has contributed to expanding its economy. From 1989 until 2013, China GDP Annual Growth Rate averaged 9.2%. While Europe and the US are facing a decrease of their inhabitant’s ́purchasing power, China ́s growth has led to the apparition of a significant middle class which is getting richer and buys more than its elders. China represents a huge potential for multinationals companies that have been trying to break into this market. Thus, understanding Chinese consumer ́s behaviours has become essential to the establishment of a successful marketing strategy. However, China as a country is also very diverse. A simple look at the administrative organization of the mainland part divided into five levels (municipalities, provincial capitals, prefectures, counties and county cities) reveals a significant segmentation which is even broader as soon as you leave the cost to go through the lands. What retail markets and channels should companies choose in order to target those markets? Besides, as China had to face significant economic and political changes over the past few years, Chinese consumers ́ shopping habits have been evolving dramatically. As a result, categorizing Chinese consumers can be very challenging since several factors such as age, localisation (rural/town) or revenue influence greatly Chinese’s consumers habits. In this essay, we will choose to distinguish Chinese consumers revenue wise: affluent, mainstream/aspirants, value, poor according to the categories that have been mentioned in McKinsey Study “Meet the Chinese consumer of 2020”. What will China consumers buy next? First, we will analyze the global trends of an evolving Chinese market. Secondly, we will explain why companies‘retail strategies should adapt to regional differences within the country (City/Rural towns, Cost/Inside, Different provinces).Thirdly, we will try to understand better Chinese consumer’s mindset by categorizing relevant consumers groups. Also, we will focus on Chinese consumer ́s specificities compared to their westernized counterparts in terms of brand loyalty and perception.

Research in Consumer Behavior

Author : Russell W. Belk
Publisher : Emerald Group Publishing
ISBN 13 : 0857244442
Total Pages : 310 pages
Book Rating : 4.8/5 (572 download)

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Book Synopsis Research in Consumer Behavior by : Russell W. Belk

Download or read book Research in Consumer Behavior written by Russell W. Belk and published by Emerald Group Publishing. This book was released on 2010-12-06 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt: Presents consumer research across both positivist and interpretivist methods. This title deals with such topics as: organic food consumption, luxury goods consumption by Chinese consumers, country of manufacture effects on product quality perceptions, and the nature and effects of cool consumption.

Building Consumer Good Brands in China

Author : Judith Frey
Publisher : diplom.de
ISBN 13 : 3832479449
Total Pages : 142 pages
Book Rating : 4.8/5 (324 download)

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Book Synopsis Building Consumer Good Brands in China by : Judith Frey

Download or read book Building Consumer Good Brands in China written by Judith Frey and published by diplom.de. This book was released on 2004-04-29 with total page 142 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Abstract: Against the backdrop of the Western world s saturated and fatigued consumer goods markets, the evolving of China s new consumerism is probably among the most thrilling developments of our days. While the run of foreign companies for China is going on uninterruptedly and many are still struggling with rudimentary difficulties like distribution or production planning, the market is already entering the next stage of competition: the competition of brands. This thesis lays out how foreign (Western) consumer good brands need to be developed in the PR China to ensure long-term market success and a sustainable strong standing with the Chinese consumers. In a first step, this author shortly analyses the situation of existing Chinese and foreign brands in terms of overall market conditions, market trends, domestic or foreign brand dominance, and factors for success or failure. A second step specifies relevant urban Chinese consumer groups according to socio-demographic factors, the consumers general living conditions, lifestyles, and perspectives. A preface on the Chinese system of values delivers the background for further understanding of this paragraph. Subsequently, the core part of this thesis is concerned with brand positioning, branding and brand communication as integral elements of brand building. It introduces modern status-quo concepts from Western brand building practice for each element. With reference to the findings from the preceding brand and consumer analyses, this author discusses in detail how companies can implement and adapt these elements and concepts to the requirements of the Chinese context. Promising options as well as possible challenges and risks are pointed out accordingly. Relevant examples from the current brand scene in China, such as Wall s, Lenovo, BMW, Haier, or Samsung, illustrate these recommendations and suggest creative starting points for further exploration. Major findings of this thesis are that Western brands need to maintain strong symbolic values, and that comprehensive brand building based on brand substance and personality may be the key for sustainable success. Particular focus is to be on durable, close brand-consumer relationships. A main challenge for Western brands will be the adaptation of brand communication to the local consumer requirements. Furthermore, this thesis supports the assumption that the Chinese market must be broken up into regional markets, and that the [...]

Market Entry in China

Author : Christiane Prange
Publisher : Springer
ISBN 13 : 3319291394
Total Pages : 231 pages
Book Rating : 4.3/5 (192 download)

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Book Synopsis Market Entry in China by : Christiane Prange

Download or read book Market Entry in China written by Christiane Prange and published by Springer. This book was released on 2016-05-14 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s growth makes it unique and investment opportunities are very attractive. Despite the potential, many western companies fail in their market entry strategies. This book traces the major sources of failure and uses cases to illustrate how firms can better cope with the challenging Chinese market. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players.

Handbook of Culture and Consumer Behavior

Author : Sharon Ng
Publisher : Oxford University Press
ISBN 13 : 0199388547
Total Pages : 288 pages
Book Rating : 4.1/5 (993 download)

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Book Synopsis Handbook of Culture and Consumer Behavior by : Sharon Ng

Download or read book Handbook of Culture and Consumer Behavior written by Sharon Ng and published by Oxford University Press. This book was released on 2015-03-10 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research on the influence of culture on consumer decision-making and consumption behavior has witnessed tremendous growth in the last decade. With increasing globalization, managers are becoming increasingly aware that operating in multiple markets is crucial for firms' survival and growth. As the world's growth engine shifts from Europe and North America to Asia and Latin America, it has become apparent that an inward-looking and domestic focus strategy will not be sustainable in the long run. And success in foreign markets requires marketers to understand not just what consumers in these markets need but also how they think, behave, consume, and purchase. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, self-regulation, and information-processing styles, and the effects of these cultural variations on consumer behavior such as brand evaluation, materialism, and impulsive consumption. In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field. Collectively, the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research.

MARKETING CONSUMER PRODUCTS: KEY INFLUENCES ON BUYING, SELLING & MARKET GROWTH

Author : Industrial Systems Research
Publisher : Industrial Systems Research
ISBN 13 : 0906321751
Total Pages : 149 pages
Book Rating : 4.9/5 (63 download)

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Book Synopsis MARKETING CONSUMER PRODUCTS: KEY INFLUENCES ON BUYING, SELLING & MARKET GROWTH by : Industrial Systems Research

Download or read book MARKETING CONSUMER PRODUCTS: KEY INFLUENCES ON BUYING, SELLING & MARKET GROWTH written by Industrial Systems Research and published by Industrial Systems Research. This book was released on 2021-03-31 with total page 149 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a study of key influences on buying, selling, and growing markets for consumer products. “Consumer products” is a massively diverse category. Goods range from apps and games, through food and furniture, to stationery products and toys. Despite the diversity, all consumer products have five major general selling points in common. These are functionality, operability, reliability, and availability (or AFORA for short). The book examines the AFORA of products in detail. It also shows how marketing success depends on effective sales methods and favourable economic, political, and wider socio-cultural conditions in countries. Contents 1: Introduction 2: Consumer product affordability 3: Consumer product functionality 4: Consumer product operability 5: Consumer product reliability 6: Consumer product availability 7: Effective marketing methods 8: Economic, political & wider socio-cultural influences

New Consumer Culture in China

Author : Xi Liu
Publisher : Routledge
ISBN 13 : 1000413411
Total Pages : 169 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis New Consumer Culture in China by : Xi Liu

Download or read book New Consumer Culture in China written by Xi Liu and published by Routledge. This book was released on 2021-07-19 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book looks at the recent emergence of "new ordinary consumption," in urban China and defines new ordinary consumption as a consumer practice in which people routinely integrate products and items, traditionally reserved for special occasions, into their daily lives, to accentuate their own well-being. The book, through the case study on the adoption of cut flowers and upscaling non-floral goods, provides insights on how deal proneness and high price sensitivity pose challenges to many market retailers. It also proposes how to go about resolving these challenging issues in retail through the alteration of perceived reasons to consume. The author also examined social media marketing narrative that two direct-to-consumer floral goods sellers used, to guide consumers away from the social and cultural baggage of consumption, thereby giving more consideration to products reshaping consumers’ motivation, and driving the purchase. Heeding the findings of floral startups that awakened consumers’ aspirations to redefine their everyday personal lives, and making such aspirations a profitable business, this interesting case study suggests that it is time to revisit the appeal of conspicuous consumption in the present-day Chinese markets. Anyone interested to learn more about the Chinese consumers and their novel consumption habits would find the book a useful reference.

Marketing Competences and Strategic Flexibility in China

Author : Y. Wang
Publisher : Springer
ISBN 13 : 023028860X
Total Pages : 261 pages
Book Rating : 4.2/5 (32 download)

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Book Synopsis Marketing Competences and Strategic Flexibility in China by : Y. Wang

Download or read book Marketing Competences and Strategic Flexibility in China written by Y. Wang and published by Springer. This book was released on 2006-12-01 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today's China presents a unique setting for organizations. Through an examination of current Chinese business, this book addresses its business culture and environment. In particular, it considers how firms build distinctive capabilities of organizational learning and strategic flexibility to achieve superior customer-focused performance.