Sample Essay

The goals are to utilize Chinese expertise in research and product development and to manufacture products that will find acceptance in the growing Chinese markets. In some cases, there is the desire or requirement to transfer US (western) technology to China. In other cases, there is the desire to collaborate with Chinese partners but also to limit the degree to which the US partner’s intellectual property is revealed. Actual experiences vary, and not every collaborative effort has proved successful. (Jin & Mason, 1998)

It is widely accepted that you are not born with a culture, and that it is learned. So, culture includes all that we have learned in relation to values and norms, customs and traditions, beliefs and religions, rituals and art facts i.e. tangible symbols of a culture, such as the Sydney Opera House or the Great Wall of China. Therefore international marketing needs to take into account the local culture of the country in which you wish to market.

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