The 21st century is an era of the globalization of world economy. Cross-national business is facing great challenges in cultural differences. In one survey entitled is the biggest barrier in doing business in the world market, cultural differences ranked first in all eight items including law, price competition, information, language, delivery, foreign currency, time differences, and cultural differences.
This paper analyzes the basic aspects of cross cultural issues faced by a new company from the Western world which is willing to start its business in China. It will evaluate how the new company from the western world has to design the marketing strategies for China and what are the cross cultural ethical differences between China and United States of America.
The availability of low-cost, well-trained technical personnel in China and the recent strong growth of the Chinese economy mean that western firms have a growing interest in working with Chinese organizations.
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