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Playing the generation game

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Western managers need to communicate with three key age groups

Doing business in China can be fraught with danger, especially for foreigners with little experience on the mainland. But how difficult is it for foreign companies to conduct business on the mainland and successfully establish a long-term venture in a complicated cultural and regulatory business landscape?

There are many documented cases about failed or near-failed endeavours on the mainland by overseas companies. Nevertheless, one thing stands true - as China continues its ascension in the world's marketplace, and as more businesses push into the mainland - it is becomingly increasingly important for companies to understand how to conduct business in a Chinese cultural setting.

Foreign managers or directors overseeing a Chinese team need to understand the cultural aspect of running their business, and need to learn how to properly manage and motivate their team effectively, regardless of their experience.

While the basic precepts of learning as much of the language as possible and mingling with the locals in business and social settings are still valid and important, there are other nuances they will need to acknowledge and respect.

Alice Luo Yue-er, an executive-in-residence at the school of business and management at Hong Kong University of Science and Technology, and co-author of a book published earlier this year entitled Leadership Success in China: An Expatriate's Guide, said: 'Most business professionals will agree that a key to motivating people is to clearly understand what inspires and drives them. This is also true in China because of the profound historical impact culture has had on all Chinese people, understanding the various generations and their communication styles is just as critical.'

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