China Uncovered What you need to know to do business in China

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 3/25/2010
  • Publisher: FT Press

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This insightful, knowledgeable and clear-headed book by China expert Jonathan Story helps you tackle this question from a well-informed perspective. It shows you how to think clearly about the implications of doing business in China, and how to maximise your chances of success if you do decide to go for it.China Uncovered shows you:- How to ensure your strategy reflects the pace of change, the unusual risks of operating in China and the business realities of this uncertain market.- Why government relations must be a core part of your business - and how to make your relationships with officials productive and beneficial.- How to select the best way for your company to start business operations in China.- How to make the critical choice of location, taking account of a range of factors, from access to the attitudes of local authorities.- How to understand the cultural differences you will face so you can get the all-important 'people issues' right.- How to develop a dual sales strategy - domestic and export - so your operation is not totally reliant on a new and unpredictable market.- How to use your brand to keep ahead of your competitors.- How to think about the importance of China to your organisation as a whole.Jonathan Story is The Shell Fellow in Economic Transformation, and Professor of International Political Economy at INSEAD. He has served as a consultant to a range of governments and international corporations, banks and service companies, on European and world politics and markets. He works for the Top Management Programme run out of 10 Downing Street, and continues to write cases on or relating to China. He is currently working with Rio Tinto on its China advisory panel and is in the process of negotiating regular work with the China European International Business School in Shanghai. 

Author Biography

Jonathan Story is  Emeritus Professor of International Political Economy at INSEAD, and holds the Marusi Chair of Global Business at The Lally School of Management, Rensselaer Institute. Prior to joining INSEAD in 1974, he worked in Brussels and Washington, where he obtained his PhD from Johns Hopkins School of Advanced International Studies.


His latest book is China Uncovered: What you need to know to do business in China, forthcoming from Pearson Education. He is currently working on a new book, China in the World. His previous books include “China: The Race to Market”(FT/Pearson, 2003), The Frontiers of Fortune, (Pitman, 1999), which is about corporate strategy in the world economy; and The Political Economy of Financial Integration in Europe : The Battle of the Systems,(MIT Press, 1998) on monetary union and financial markets in the EU, and co-authored with Ingo Walter of NYU. These three books deal with the transformation of Europe, China and the world, and whatthat spells for business. Besides authoring books, he has contributed numerous chapters in books and articles in professional journals. He is a regular contributor to newspapers.


At the INSEAD campus, he has taught European and world politics, markets, and business in the various MBA, PhD programs. He has taught on INSEAD’s flagship Advanced Management Programme for the last three decades, as well as on other Executive Development and Company Specific courses. Jonathan Story works with governments, international organisations and multinational corporations.


He is married with four children.Besides English, he is fluent in French, German, Spanish, Italian, reads Portuguese and is learning Russian, and also Chinese. He has a bass voice, and sings professionally.





Table of Contents

Forewordp. ix
About the authorp. xiii
Introductionp. xiv
Transformation: why operating in China is 30 per cent plan, 70 per cent trial and errorp. 1
All change: a double transformationp. 2
Transition: building socialism with Chinese characteristicsp. 5
The dark sidep. 12
Implications for businessp. 19
China takeawaysp. 25
The organisation: a work in progressp. 28
The China context: implications for strategyp. 28
The learning organisationp. 33
The view from HQp. 35
Growing with Chinap. 47
China takeawaysp. 49
Government relationsp. 52
Why government relations are so importantp. 53
One system, two roadsp. 54
Getting to know youp. 61
Government relations as strategyp. 71
China takeawaysp. 74
China choices: business structure and locationp. 76
An ever-widening doorp. 76
Business structure optionsp. 80
Choosing a locationp. 94
A word about timingp. 97
China takeawaysp. 99
The people problemp. 101
Language, culture and communicationp. 102
Recruitmentp. 108
Trainingp. 114
Retention and motivationp. 115
Managing peoplep. 120
China takeawaysp. 121
Climbing the ladder in the right order: setting up operationsp. 123
Quality - the supplier problemp. 123
Deliveryp. 133
Costsp. 134
Engineeringp. 136
Knowledge transferp. 137
Research and developmentp. 144
China takeawaysp. 147
Understanding and supplying the Chinese marketp. 149
Know your marketp. 150
Know your customerp. 156
Get the price rightp. 160
Supply your marketp. 161
Build a local salesforcep. 164
Get paidp. 166
Exportp. 167
China takeawaysp. 170
Promoting the brandp. 172
China in the global knowledge structurep. 173
The Chinese consumerp. 177
Localising the brandp. 183
Extending the brandp. 185
Brand innovationp. 187
Allocating your branding budgetp. 188
Chinese brandsp. 192
China takeawaysp. 195
Choosing Chinap. 197
B, R, I or C?p. 198
An examplep. 202
Business not countryp. 217
China takeawayp. 217
Last wordp. 218
Indexp. 219
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