To be in the 21st Century is to be by dux15396

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									   China Insights Today
   The best magazine for Business, Economy, Culture, Trade, Information
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“To be
in the 21st
Century
is to be in
China”

42 Articles
10 Interviews
Red Gate Corner
Doing Business in China
Who is Who in China
Macao Summit, September 2008
Macao, Hong Kong, Taiwan



                   http://www.chinainsightstoday.com
China Insights Today, Volume 1 Issue 1 January-March 2008




Insights in China’s
companies “going
Global”




Abstract: The following article deals with the phenomenon of China’s emerging
transnational enterprises and intercultural problems involved. Backed by the Chinese
government’s “going global” strategy, Chinese companies have started their global
shopping tour, which is being observed with rather mixed feelings by Western
politicians, businessmen and researchers. Chinese firms on their road to becoming
“global players” encounter similar issues as Western corporations did and still do but
are also facing problems “with Chinese characteristics”.




By Cora Jungbluth,
M. A., University of Heidelberg, Germany
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                                                                                      Your Gateway to China
                                                      TCL in Germany and France or the acquisition of




T
Chinese Companies Go Globasl                          the IBM PC business, which Lenovo is still chewing
                                                      on. Haier’s intention to acquire Maytag and Hoover
            he Chinese government first pointed out
                                                      also failed due to impending integration problems.
            the strategy of going global 走出去“ at
            the end of the 1990s as part of a further By Cora Jungbluth, M. A., University of
            implementation of the Policy of Reform Heidelberg, Germany
and Opening改革开放政策. Since then Chinese Cora Jungbluth, M. A. has been enrolled in the PhD
enterprises have started to more ambitiously follow
                                                       program in Chinese Studies at the University of
the long, stony road to becoming internationalized
                                                       Heidelberg since 2006. Her present research focuses on
corporations. Names like Haier, Lenovo or Huawei
are gradually attracting the attention of the Western
                                                       the internationalization process oft Chinese enterprises
world, thus developing their own reputation on and specific problems involved, with a particular focus
an international level. They are certainly not yet on intercultural aspects. After investigating the Chi-
able to catch up with Siemens, Hewlett Packard nese field for one year at Tsinghua University in Bei-
or Microsoft. They are steadily winning ground, jing, she is now continuing her research in Germany.
however, and Western companies – kindly reminded Former issues of research include China’s rural-urban
of the Japanese and Korean triumphant advance divide, the situation of migrant workers in China, and
in the second half of the 20th century – better women’s magazines in the Republican Era, with sev-
beware of underestimating or belittling the attempts eral online publications in these areas.
of Chinese enterprises reaching for international
markets. This still was the reaction to what happened
with the “land wind 陆风”, the first Chinese-
branded car introduced to the German automobile Since the differences between Western and Chinese
market. Due to its badly failed crash test conducted culture are being widely recognized as virtually
by ADAC (German General Automobile Club), the unbridgeable, Chinese investors are usually being
Chinese became target of derisive press reports just eyed cautiously, and there is a clear preference for
as did Korean and Japanese cars before. Their next investors from other Western, that is culturally related,
try might not make us laugh so hard anymore. One countries. Nevertheless should the business world
should also bare in mind the first steps of Western in Europe and the US beware of judging Chinese
companies on the Chinese market and the bad failure investors emerging on the international field merely
of marketing calculations such as “1.2 billion people by – be it age-old or newly arising – prejudices against
need a toothbrush and 2.4 billion armpits need a “the” Chinese in general. These can unexpectedly
deodorant” due to different hygienic habits. Any turn out to be a savior from misery on their global
corporation on its way to internationalization will shopping tour as proves the case of an insolvent
similarly have to cope with such intangible issues as German company, the Schiess AG, that was bought
imposed by cultural differences – No matter if it is by a Chinese state-owned enterprise, Shenyang
West meets East or vice versa.                        Machine Tools, three years ago: Not only was the
                                                      company brought back to economic efficiency but
                                                      also were the employees able to retain their jobs
Is the West prepared to face Chinese and investments made in the area of research and




T
companies?                                            development. A German trade journal even labels
            he Western world has been observing Chinese investors as “last hope” for insolvency-
            China’s continuing global shopping tour stricken companies under certain circumstances.
            with rather mixed feelings: Insatiable Generally spoken, however, Western companies do
            hunger for natural resources, generous not seem to be too sure yet which strategy to employ
deals with Africa’s dictators, growing acquisition vis-à-vis the phenomenon of Chinese corporations
activities in Europe and the US. This rather catching up in the process of globalization.
apprehensive attitude is not without reason, though, Are Chinese companies prepared to face
when taking into account the problems emerging
                                                      the West?
from the activities of the Chinese electronic giant
http://www.chinainsights.com                                                                    Page 133
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