Most of this paper has talked about Western companies in general, and aims to provide recommendations on how Westerners should seek to market and sell themselves to Chinese businesses. It is worth, however, considering how companies from different Western nations are considered. Figure 9 summarises the main strengths and weaknesses of companies from the four largest Western economies, as perceived by Chinese buyers and business owners.

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The push to get out of high-cost offices, factories and warehouses in city center locations, continues at a pace in China.A combination of rising real-estate prices for Grade A buildings, 18% average salary increases year-on-year, and a push for a cost-down corporate strategy, ensures that there are few other choices. The China Plus 1 strategy takes you only so far because the strategy always includes at least one location in China.

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The growth in China in the past 10 years has been unprecedented. China is still the most popular destination for foreign manufacturing investments on the globe. In 2007 it attracted more than $80 billion in Foreign Direct Investments (FDI). The China economy continues to “over heat.” The average annual GDP growth in 2002-06 was 10.3%, while per capita GDP …

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It is believed that China offers unprecedented possibilities for economic success in any sector. The country has a large well-educated population and employees work hard against competitive salaries. Roaring stories about business success follow one after another. City-life has improved dramatically and consumption is, after 20 years non-stop economic growth, still buoyant.

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It is clear that Western companies are doing their utmost to market themselves to Chinese businesses.  Over half of all companies included in our study state that they have been targeted by ‘20 or more’ Western businesses within the last year alone.  41% of companies maintain that they are targeted by Western companies at least as frequently as they are by Chinese companies.  Whatever the views we arrive at in terms of the execution of Western marketing and sales campaigns in China, the…

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