Encouraging Chinese companies to become leaders in the global knowledge economy is a core goal of the Chinese government’s current economic development plan. Achieving that goal offers a great opportunity for emerging Chinese multinationals. Yet, according to new research conducted in 2012 by Weber Shandwick and PRIME Research, this goal faces significant challenges and unrealized opportunities.
The research, conducted over a six-month period (January to June 2012) in the US and Germany, consisted of a comprehensive content analysis of opinion-leading publications. The research revealed that Chinese technology brands abroad must overcome negative perceptions regarding their business strategy, operations, and executives, which ultimately equates to a lack of trust. This trust gap, exemplified in Western media reports regarding Chinese companies’ cyber security, legal and regulatory issues and government relations, can be narrowed by embracing a more strategic approach towards executive engagement and more transparent story telling on the world stage. Once these perceptions are altered, there is significant room for growth in Western markets for Chinese brands.
The full report can be downloaded by clicking on the image below: