Inside Rensselaer
* “China Uncovered” Book Debuts

“China Uncovered” Book Debuts

China’s growing economy offers a wealth of opportunities for businesses around the world. Now, with the country attracting more than 70 percent of Asia’s foreign investment, setting up a business in the China is still a new frontier for many business leaders. A new book by a Jonathan Story, Marusi Chair of Global Business and Political Economy at the Lally School of Management & Technology and emeritus professor of international political economy at INSEAD, provides today’s business leaders with key business plan strategies to define and set realistic goals for success and future growth in China’s rapidly transforming market.

“ ‘Should I be doing business in China?’ ” This is a question that many businesses are asking, but there is no one with a simple answer,” said Story, author of China Uncovered: What You Need To Know About Doing Business In China.

“China is a country as full of commercial pitfalls as it is potential goldmines,” Story said. “Many leaders lack the know-how of where to begin, or how to survive in this tempestuous market, and they feel that they are losing out. China Uncovered shows businesses how to think clearly about the implications of doing business in China, and considers the whole curve from assessing whether one should go into China in the first place, to setting up operations effectively, to coping with the Communist party. It is a definitive ‘how-to’ guide on how to launch a business in China, and business leaders need to think about the importance of China to their organization, in order to be run successful ventures.”

Story is known worldwide for his research and insights on international political and economic developments, and often writes regular analyses for the international press regarding such issues. Since the early 1980s he has been studying China, and has interviewed countless CEOs, managers, and employees from companies large and small who have gone into China. Additionally, he has taught at the China European International Business School in Shanghai and the China School of National Administration, Beijing.

Story noted that he drew on extensive interviews of senior managers and business leaders in China, and used their advice and experiences to answer some of the critical questions that he addresses in the publication. Topics cover a range of issues that include ensuring that one’s strategy reflects the pace of change, to understanding why government relations must be a core part of one’s business, to selecting the best way for one’s company to start business operations in the country, and understanding the cultural differences that one may face.

The publication also encourages managers to consider the critical choice of location, taking into account a range of factors that include access and attitudes of local authorities; developing a dual sales strategy — domestic and export — to ensure that one’s operation is not totally reliant on a new unpredictable market; and using the company brand as a way of keeping ahead of competitors.

For more information regarding China Uncovered, and to view the “China Business Profile,” a series of short documentaries that were commissioned by the United Kingdom Trade & Investment (UKTI) organization, visit

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Inside Rensselaer
Volume 4, Number 9, May 14, 2010
©2010 Rensselaer Polytechnic Institute
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