Thick face, black heart and the marketing of construction services in China

Abstract

The potentially lucrative construction market in Asia is obviously the target of many international contractors from the west. However, in their clamour for a share of the Asian construction market, international contractors must recognize the peculiarities of Chinese societies while structuring their marketing plans. A clear understanding of these peculiarities and an ability to align themselves with Chinese customs, beliefs and practices would go a long way in helping international contractors win building projects in China. An understanding of the Chinese mind is an important factor for penetrating the Asian business culture. Highlights the “thick face, black heart” concept as an important phenomenon for marketing to the Chinese. It also analyses how an understanding of “thick face, black heart” can help international contractors from the west market their services more effectively in China.

Citation

Sui Pheng, L. (1997), "Thick face, black heart and the marketing of construction services in China", Marketing Intelligence & Planning, Vol. 15 No. 5, pp. 221-226. https://doi.org/10.1108/02634509710177288