Trust: The Golden Key to Chinese Enterprises’ Globalization

About the book

When Chinese companies sell abroad through agents, trust rests mostly on product quality and delivery. Once they build factories, brands and teams in overseas markets, that is no longer enough. Local governments, partners, customers and staff want to know whether the company, and the people running it, can be relied on.

Trust is a practical guide to building that trust across cultures. It draws on more than 20 years of work in China and on real cases, with company and brand names removed. It covers:

• the foundations of cross-cultural trust, with a framework that looks at trust through four lenses: institutions, capability, culture and emotion
• a localisation path built on the “5R” approach: corporate social responsibility, business relationships, human resources, investor relations and government relations
• the five cultural gaps companies must cross abroad: communication, sales, management, relationship-building and handling disputes
• how to repair trust in a crisis with governments, customers, investors, suppliers and employees, plus a special section on using LinkedIn

The book follows the author’s earlier handbook on localisation, 《新出海》, and argues that trust is the deciding factor in whether a company becomes a truly local global business. It is the idea the Council for Global Brand Building was founded on.

Contents

1. Chapter 1Building cross-cultural trustThe nature and importance of trust · A strategic framework for cross-cultural trust
2. Chapter 2“5R”: localising trust-building in practice
3. Chapter 3Five cultural gaps in overseas localisationCommunication · Sales · Management · Relationships · Disputes
4. Chapter 4Building trust in practiceEarning a reputation abroad · Building lasting trust through the business · Repairing trust in a crisis
5. ConclusionThe ultimate goal of trust: becoming a truly local global company

About the author

Get the book

Trust is published in Chinese by Shenzhen Publishing House. Order from the publisher at www.htph.com.cn or by phone on +86 755 8346 0239, or ask at major bookshops in China.