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The cultural barriers to the globalization
of Chinese companies Take the beer industry as an example
ACKNOWLEDGEMENT 2
Abstract 2
Chapter One Introduction 3
Chapter Two Literature review 6
2.1 Conception of culture 7
2.2 Cross culture comparative analysis-China & western
world 11
2.3 Cultural differences in management areas 22
2.4 Barriers to the globalization of Chinese companies 24
Chapter Three Methodology 26
3.1 The Object of the Research 26
3.2 Research approach 27
3.3 Methods of data collection 28
3.4 Data analysis 29
Chapter Four Analysis of Characteristics of beer industry
29
3.1 The world market 29
3.2 The Chinese market 29
Chapter Five FINDING 32
5.1 Huge cultural differences 32
5.2 Difficulties for China’s companies to go global 40
Chapter Six Discussion 42
6.1 The strategic importance of international marketing 42
6.2 Significant regional characteristics 45
6.3 Advice to managers from China 47
Chapter Seven Conclusion 52
ACKNOWLEDGEMENT
In my research and work on this dissertation I received lots
of help from a numerous amount of people whom I am very appreciate
with their help and kindness. I would like to thank for all
their support. I would like to thank my tutor, William Duncan.
He is very kind and patient to help me a lot and support me
during the period. Many thanks to manager Zhang Xuejun, Tqingdao
Brewery Group, Beijing branch. I would like to thank University
College Northampton librarian for talking with them for my
dissertation and the use of their facilities. I am especially
indebted to my family and friends who put up with my stress
and project preparation.
Abstract
With economic globalization and China' s entry into WTO, commercial
contacts among various countries are bound to be increasingly
substantial. As a result, communication among people who come
from different cultural backgrounds will certainly become
a universal issue that arouses concern among people in different
countries. A great number of international joint ventures
have been mushrooming in our country while more and more Chinese
companies are going abroad. The fast changing international
economic environment brings domestic corporations great business
chances and challenges. How to run such kind of corporations’
globalization successfully? How to communicate with people
from different cultural backgrounds and who come to work with
different work-related values effectively? Misunderstanding
gives rise to conflict and dispute. Hence, enhancing cross-cultural
sensitivity as well as improving cross-cultural communication
and cooperation becomes crucially important. It' s not only
a topic for anthropologists, sociolinguistists, sociopsychologists
to conduct cross-cultural research but also a duty of those
who have been engaging in commercial activities or who are
going to take career in multinational or international business,
no matter what position they are in or will be in, supervisors
or subordinates, managers or employees. In short, businesspeople
should take pains in learning effective cross-cultural communication
skills.
Key words: cultural barriers; globalization; management of
conflicts
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