TY  - JOUR
AB  - 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.
VL  - 15
IS  - 5
SN  - 0263-4503
DO  - 10.1108/02634509710177288
UR  - https://doi.org/10.1108/02634509710177288
AU  - Sui Pheng Low
PY  - 1997
Y1  - 1997/01/01
TI  - Thick face, black heart and the marketing of construction services in China
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 221
EP  - 226
Y2  - 2024/09/22
ER  -