Today, China’s economy is taking the world by storm. Her companies are stronger than they have ever been within China and they are hunting for growth opportunities. For many companies, this will mean looking abroad and “Going Global.” In this is a new era for China and her companies, there will be successes, and failures. So what are some things a Chinese CEO should think about as he creates a global strategy and makes his company into one of the lucky and successful? Below is a perspective on the situation and challenges, as well as 3 do’s and 3 don’ts to consider.
First a bit of perspective. When I first visited China in 1998, one acquaintance could not understand why I would go to China for a summer vacation. Even when I moved to Beijing in 2001, the year China joined WTO, nobody was thinking about Chinese companies “Going Global.” During those first few years, I advised a number of multinational foreign companies on their domestic marketing and communications programs. Then, people in my business and other service providers like bankers and lawyers, were almost entirely focused on helping US and European-based companies get a “lay of the land” in China.
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