Tradition and innovation: the China business communication study
Authors: Goodman Michael B. , Wang Jay 
Published: June 2007

Purpose

With China's economic development over the last two decades, the spirit and practice of Chinese companies have been radically transformed from administrative functions in a centrally planned economy toward that of market‐oriented enterprises. As Chinese enterprises restructure, the communication function is also undergoing dramatic changes. Discussion of the CCI Corporate Communication Practices and Trends 2005 Study and the CCI Corporate Communication Practices and Trends: A China Benchmark 2006 allow some insight into the state of the art in China, and help us to infer how best to communicate with the Chinese for a successful business relationship.

Design/methodology/approach

The observations in this article are based on the CCI Corporate Communication Practices and Trends: A China Benchmark Study 2006, which was underwritten by Prudential Financial, Inc., and conducted in Beijing, China, in December 2005 and July 2006 through a partnership of the Corporate Communication Institute, Beijing Horizon Market Research Group, and Dr Jian “Jay” Wang of Purdue University.

Findings

Business communication and relationships are integral to success for Chinese companies and their executives. Five years into its membership of the World Trade Organization, China is the world's fastest growing economy. Its companies are developing global business cultures and corporate communication management functions as they make the transition from government control to market‐driven enterprises. This development is revealing when compared with the corporate communication best practices of multinational corporations in relationships with customers, the media, employees, the community and society, and the government, as well as communication in a crisis. Understanding these contemporary practices can lead to healthy business relationship in China. Like any new venture, communication for Chinese businesses is focused on branding, marketing, and identity building. Their executives are developing global practices for relations with employees, and they are developing media relations practices. Many companies are well on their way to creating socially responsible policies and practices for the environment, energy, and relationships with the community. They are rapidly taking on responsibility, once entirely that of the government, for communication in crises.

Research limitations/implications

Based on the findings of the CCI Corporate Communication Practices and Trends: A China Benchmark Study 2006, the Corporate Communication Institute at Fairleigh Dickinson University will conduct a study of Chinese companies and foreign companies operating in China, using a much larger sample.

Practical implications

This discussion should provide some insight into the state of the art in China, and help us to infer how best to communicate with the Chinese for a successful business relationship.

Originality/value

This paper discusses the findings of a first‐of‐its‐kind study of corporate communication practices and trends among Chinese companies.