Doing Business in China more
It’s rare, if not impossible, to find a global enterprise that isn't highly focused on its “China strategy.” The opportunities for growth, for cost-effective manufacturing and for trade are, by now, well-known tenets of global business. I have had the opportunity to experience this history-making evolution firsthand as I’ve helped expand Ketchum’s global presence into Europe and Asia. Today, an equally profound movement points in the opposite direction – and that's the ambitious development of Chinese businesses in Western markets.
In sectors as diverse as personal computers, petrochemicals or planes, Chinese companies have signaled their readiness for global expansion. But just as U.S. and European companies have learned that building a corporate reputation is a prerequisite to operating successfully internationally, so, too, are Chinese companies recognizing there is much relationship-building to be done in advance of offering products and services in Western markets.
In his article (see link above), Ketchum CEO Ray Kotcher offers many practical tips and guiding principles for Chinese companies about doing business in the West, including the critical role of communications and public relations. Also in this section, there’s a link to additional reading material for Chinese businesses contemplating the West as well as for Western businesses interested in China.