<p>This study has been written to increase our knowledge about Sino-Western business relations and to understand how to successfully embark in China. It aims to create a deeper context understanding of the Chinese consumer and the Chinese market – in order to successfully manage your business in China. A qualitative case study methodology is used, involving the abductive method and a hermeneutic approach. Appropriate interviewees have been selected, i.e. those having valid and reliable insights and experiences to this study. The empirical results are portrayed as short stories along with reflections, to enlighten key findings in the research. Results of the investigation show that a willingness to understand and being humble are key in the creation of a successful business relationship with the Chinese. Certainly, the importance of guanxi and trust are tremendous. Thus, learn the rules and play by them – use them to your advantage. Show empathy and patience and trust the universal law of reciprocity. Indeed, as we understand the underlying forces, the cultural values and traditions, we appreciate how to effectively communicate with the Chinese and ultimately how to deliver value to create a healthy business relationship in our marketing efforts. A plethora of stories are presented that illuminate various situations that experienced Western business managers have encountered, and how to manage these. Key findings in this research may benefit not only academics, as new theory is introduced, but also everyone interested in China and aiming to create a healthy Sino-Western relationship. Finally, top managerial implications are presented that are of relevance to readers both intending to and already doing business in China. Some of the most important ones advise us to remain patient, to gather all the information possible and to never underestimate the Chinese.</p>

This study has been written to increase our knowledge about Sino-Western business relations and to understand how to successfully embark in China. It aims to create a deeper context understanding of the Chinese consumer and the Chinese market – in order to successfully manage your business in China. A qualitative case study methodology is used, involving the abductive method and a hermeneutic approach. Appropriate interviewees have been selected, i.e. those having valid and reliable insights and experiences to this study. The empirical results are portrayed as short stories along with reflections, to enlighten key findings in the research. Results of the investigation show that a willingness to understand and being humble are key in the creation of a successful business relationship with the Chinese. Certainly, the importance of guanxi and trust are tremendous. Thus, learn the rules and play by them – use them to your advantage. Show empathy and patience and trust the universal law of reciprocity. Indeed, as we understand the underlying forces, the cultural values and traditions, we appreciate how to effectively communicate with the Chinese and ultimately how to deliver value to create a healthy business relationship in our marketing efforts. A plethora of stories are presented that illuminate various situations that experienced Western business managers have encountered, and how to manage these. Key findings in this research may benefit not only academics, as new theory is introduced, but also everyone interested in China and aiming to create a healthy Sino-Western relationship. Finally, top managerial implications are presented that are of relevance to readers both intending to and already doing business in China. Some of the most important ones advise us to remain patient, to gather all the information possible and to never underestimate the Chinese.

Abstract China is becoming a powerhouse of the world economy nowadays. Its high economic growth and large domestic market attract many Western companies to invest there. Partnering with local companies is a common way for most Western companies to enter the Chinese market and learn about the new business environment for the first time while implementing their international expansion strategy. However, finding the right impetus for the partnership strategy to achieve the business goals is not easy as, quite commonly and for various reasons, many partnerships are dissolved before they achieve the expected goals. The aim of this study is to identify the key activities of partnership development in the context of Sino-Finnish partnerships. Two types of partnerships appear in this study, i.e. joint ventures and manufacturer-distributor partnerships. A multiple case study methodology is adopted in the empirical study. A framework for partnership development is used to examine the partnership process in China. The key activities are identified in the formation and management stages. In the formation stage of the partnership, three key activities are identified for partnership development: learning and assessing the motives of the partners, partner selection, and choice of type of partnership. In the management stage, four key activities are identified: human resource management, knowledge transfer, risk management, and cultural differences. The framework for partnership analysis is adapted in line with the case study results. The results of the case study are as follows. The motives of partnerships stem from the partners' own needs and their strategies of development. In addition to the motives suiting both partners, the strategies of the Finnish or incoming partners should also suit the contemporary business environment in China. Task and partner-related dimensions feature in the criteria of partner selection. Human resource management is perceived as a fundamental activity in partnership management and happens either by localization or hybridization in the case partnerships. The central issues of human resource management are the recruitment and retention of both management level, and technical, personnel. Complementary knowledge transfer between partners contributes to supporting the operations and joint activities of the partnerships. The risks to partnerships are sourced as twofold by the case partners – from inside the partnerships and the business environment – and are dealt with as they arise. Cultural differences in the partnerships require inter-organizational and interpersonal adaptation. Trust and open communication are two facilitators in the management process of partnerships.

Notre questionnement débute par la mise en lumière d’une contradiction concernant la situation florissante des échanges sino-français. Nous constatons d'un côté l'essor du français et des échanges multiples qui s’accompagnent de représentations positives de la France en Chine, et de l'autre, la difficulté d’intégration des Chinois en France qui induit une image moins positive. Notre projet de recherche doctoral porte sur l’impact des représentations sociales chinoises sur l’image de la France chez les Chinois francisants. Pour ce faire, notre étude se base sur une approche qualitative, provenant principalement des questionnaires préliminaires et des entretiens réalisés auprès de Chinois de profils variés. Cette étude nous a amenée à analyser les facteurs historiques et sociaux en Chine, qui interfèrent avec les représentations de la France chez les Chinois, et en font un élément déterminant dans leur choix de la France. Il ressort que certains intermédiaires chinois (des médias, des personnes, etc.) véhiculent des images embellies, mais néanmoins, simplifiées et figées de la France. En outre, dans le processus du choix de la France chez les enquêtés chinois, les motivations pragmatiques dominent. D’ailleurs, il existe une situation contradictoire dans l’enseignement et l’apprentissage du français en Chine qui permet d’expliquer le décalage entre la France rêvée et la France vécue. En même temps, un complexe d’infériorité au sujet du rapport sinooccidental apparaît à travers les analyses. Il se résume à une vision contradictoire qui englobe un désir et un refus de l’Occident. / Our inquiry begins by shedding light on a contradiction within the flourishing state of Sino-French exchanges: on one hand, the many exchanges between the two cultures and the increasing importance of French, which are accompanied by the positive representations of France in China; on the other hand, the difficulty for the Chinese to integrate in France, whichcauses a less than positive image. Our doctoral research project focuses on the impact of China's social representations on the image of France among the Chinese. To do this, our study follows a qualitative approach, is based upon preliminary questionnaires and interviews with Chinese of varied profiles. This study has led us to analyze historical and social factors in China, which interfere with the representations of France among the Chinese, and which are a determining factor in theirchoice of France. It appears that some Chinese intermediaries convey embellished images of France; nonetheless, these images are simplified and static. Furthermore, in the process of choosing France among Chinese respondents, pragmatic motivations dominate. Moreover, there is a contradictory situation in the teaching and learning of French in China, which may explain the difference between the France of dreams and the France of everyday life. At the same time, a inferiority complex on the Sino-western relationship appears through our analysis. It boils down to a contradictory vision that encompasses a desire and a rejection of the West.