Instructor: Visiting Professor Dr. Gangfeng Zhang, School of Management, Zhejiang University (China)
Class hours: 12
Period: Winter semester
DOING BUSINESS IN CHINA – A CULTURAL PERSPECTIVE
China is the great economic success story of the past 30 years. Since the “reform and opening-up” policy China has changed beyond recognition to the whole world.
While the rise of China is easy to acknowledge business constantly need to catch up with the development and changes in China’s market which can be complex and challenging to companies from overseas. Differences in economy and culture even within China mean that marketability of some products may vary widely between different cities.
SESSION 1: WHY CHINA MATTERS? AND WHY CULTURE MATTERS?
This session is aimed to give an idea about the growth of Chinese economy in the past thirty years through the development of Huawei Technologies, HikVision, Alibaba, and the importance of Chinese market, as well as business opportunity in China for external world. It is also planned to let student getting an idea about how culture influences business practices and management?
How the Apollo-Cooper deal was botched by the objection of Chinese partner
SESSION 2: DECODING CHINESE CULTURE
It aims at giving students an overall picture of the history and development of Chinese culture, forces that form today’s Chinese culture, and will analyze the characteristics of Chinese culture through theoretical frameworks (Culture dimensions) that scholars commonly adopted in culture comparison.
The Culture behind bitter-sour story between Danone and Wahaha partnership
Using the case: Danone and Wahaha - A Sweet Bitter partnership (IMD International)
SESSION 3: COMMUNICATION AND NEGOTIATION WITH CHINESE
Why and how does culture influence Communication and negotiation? What are Chinese characteristics in communication and negotiation? Business etiquette for doing business with Chinese.
Video Case: A World of Difference
SESSION 4: CHINESE CULTURE AND MARKETING IN CHINA （4 HOURS）
How does Chinese culture determine consumer behavior, place of distribution, promotion and pricing, and how can foreigner be successful or failed in marketing in China.
Vichy Cosmetics (L’Oréal) in China
Home Depot’s Waterloo in China ( ZHANG gangfeng, CEIBS Case Center) in comparison with the success of IKEA in China
SESSION 5: CULTURE AND MANAGEMENT IN CHINA
How does culture impact company management in China with regard of organizational structure, strategy, leadership and human resource management.
Culture Clash in the Boardroom (Harvard Business Review Case) or
Levendary Cafe - The China Challenge
SESSION 6: STRATEGY FOR MANAGING CULTURAL DIFFERENCES IN CHINA
What are possible choices of strategies for managing business across cultures? How can some companies be so successful in China?
Decathon and Uniqlo’s Triumph in China
Info: mim [at] unitn.it