KOREASCHOLAR

RELATIONSHIP ORIENTATION AS THE KEY FOR SUCCESSFUL SINO-GERMAN COMMUNICATION

Wencke Gülow, Wolfgang Fritz
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271003
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.860-865
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Despite an extensive liberalization of the Chinese economy, cultural differences between western countries and China still affect international business relations. This qualitative study reveals that German professionals encounter significant cultural resistance in Chinese business environments. The results emphasize relationship orientation is a core element for successful Sino-German communication.

Keyword
Chinese economyWestern countriesCultural resistanceSino-German communicationChinese market
Author
  • Wencke Gülow(GfK NOP)
  • Wolfgang Fritz(Technische Universität Braunschweig)