AMERICAN BUSINESSPEOPLE'S PERCEPTIONS OF MARKETING AND NEGOTIATING IN THE PEOPLE'S REPUBLIC OF CHINA

Abstract

Brunner and Taoka did the first survey of American businesspeople's perceptions of marketing and negotiating in the People's Republic of China in 1975. Because of China's open door policy and her determination to modernise, there have been many changes in US‐China business. Therefore, it is important to conduct an updated survey to furnish another reference point for American businesspeople who want to engage in China business. It was found that the most important observations made in the previous study were still true after ten years. However, there are several obvious changes. For example, PRC trade officials are no longer reluctant to reveal their positions or titles and there are problems of technical incompetence, language barriers, and foreign exchange shortage. There are clear management implications of these findings in mapping out appropriate contemporary marketing and negotiating strategies.