Introduction There is no doubt that communication is an integral marketing strategy that a firm must master in order to compete effectively in foreign markets. According to Tian and Borges (2011), a company must adopt sound marketing communication strategies in order to engage in international business successfully (p. 110). Nonetheless, some senior executives fail to realize that cultural difference may enhance or impede a company’s marketing approach in a foreign market. As the world becomes globalised, many countries have progressively staked a claim to “a right to culture” in global business (Tian & Borges, 2011, p. 110). Some experts have even predicted that national culture will play an important role in determining not only economic growth but also the overall global business strategies. Consequently, this paper will explore the major cultural issues that impact a firm’s marketing approach in China. Major Cross-cultural Issues Affecting a Firm’s Marketing Approach It is important to mention that cross-culturalization is an unavoidable process since the world is rapidly becoming a global village. On the one hand, as the world becomes more globalised, the disparities between national markets are weakening. On the other hand, the cultural disparities between ethnic groups, regions and countries are (nonetheless) growing stronger. Accordingly, since global marketing communication is a cross-cultural process, senior executives must strive to understand cultural diversity across ethnic groups and countries in order to successfully launch their business operations in international markets (Pitta, Fung & Isberg, 1999, p. 240). As noted earlier, global marketing communication entails communication that transcends national frontiers. Accordingly, cross-cultural communication (from the viewpoint of consumers, values and language) is a complicated undertaking since a certain level of miscommunication is bound to happen. For example, cross-cultural communication problems may surface when a particular group from one culture fail to grasp culturally established disparities with respect to communication traditions and practises that are presented in another cultural perspective. In addition, the manner in which a firm entrenches the norms and values in its advertising messages may positively or negatively impact its business operations in the global market. In other words, a firm must grasp the role of cultural values in advertisements in order to enhance its cross-cultural marketing communication. Thus, a firm’s global marketing strategy should be guided by the cultural values present in the targeted market to avoid misinterpretation of the intended message and consequently result in poor performance in the global markets (Pitta, Fung & Isberg, 1999, p. 240). The China market provides a good example for exploring the relevance of cross-cultural communication given the prevalence of numerous variable that determine the manner in which the Chinese businessmen interact with their non-Chinese counterparts. For example, Tian and Borges (2011) point out several factors that new market entrants must consider inculcate in order to market and sell their products successfully in China market. These factors include strong negotiation skills, agility and p