" It is pure Western arrogance to go to China and expect to do business as we do in the West," says Mia Doucet, international marketing consultant and author of a new book, China in Motion. " Even with the best intentions, what works in the West can result in failure in the Far East."

She says that Westerners have to understand some of the dramatic differences in the two cultures.
" Our behavior needs to change," she states. When we choose to adapt our behavior out of respect for cultural differences, we start the process of building the deep human connection that Asians crave. That emphasis on relationship will build trust and assure loyalty to your organization long into the future."

Doucet counsels companies to recognize that the Chinese have a deep need for acknowledgement.
" We all want to be acknowledged, but the Chinese crave it," she says.  Anything and everything you can do to reinforce status and respect will repay you in spades.

Companies have to understand that the Chinese need for respect and acknowledgement governs all business communication, and not just negotiations. It takes careful training and preparation to avoid costly cross-cultural gaffes. The folks who interact with Asian customers, suppliers and local staff by phone, fax and e-mail need to be just as aware of cross-cultural sensitivities as the business traveler who brings home the contract.

The Chinese are highly adaptable, anxious to do business, and willing to overlook minor indiscretions. But some Western behaviors can cause loss of face. That can have serious consequences, because a favorite way of preventing face loss is passive resistance. No one will challenge you directly, because that would be rude. They will go quiet, submissive, and outwardly nonresistant when you place them in an impossible position. This is the underlying cause of costly delays and production errors.

Doucet says important differences lay in three areas:

-  Decision-making. The Western system rewards good, independent decision-making. We value the philosophy of individual accountability. We are taught to ask to speak directly to the decision maker. When customer issues arise, we demand that someone take responsibility.

In China, while the senior person makes major decisions, lesser decisions are reached by consensus. In the latter case, no one person is responsible. When you pressure your Asian colleagues for a decision, you are asking them to defy their instincts, their culture, and their training. They will not act, because they can't act alone. So the decision you want will stall. To speed the decision process, slow down. Make sure that all parties receive the same detailed information. Keep everyone in the loop.

-  Problem solving. The freewheeling Western brainstorming practice goes against strict hierarchical codes of conduct. Successful brainstorming requires that everyone's ideas be treated equally, without hierarchy, and without regard for authority. All ideas are potentially laughable. But in a status-conscious culture, where acknowledging rank is critical to maintaining face, and where they are taught to take business seriously and not make mistakes, this presents an impossible situation.
It is best to avoid it. Solve problems logically. Allow one person to speak at a time. Defer to the one in authority.

-  Information management. Westerners have the tendency to come to the conversation only partially prepared. They feel confident in their ability to wing it. If they don't have all the necessary information, they will provide it later.

The flip side of this tendency is to expect Asians to be fine with giving and receiving partial answers. However, Chinese are offended by partial answers. Lack of preparedness can cause loss of face and loss of trust.

Since an Asian won't get back to you until all the facts are known, break your requests for information into smaller segments. Prepare for every interaction. Don't present an idea or theory that hasn't been fully researched, proven, or studied beforehand. Do not risk looking unprepared by deluging your Asian contact with partial answers and frequent updates.

Excerpted from the award-winning book, China In Motion, by Mia Doucet.  Mia facilitates executive retreats and cross-cultural seminars with companies that want to increase revenues in the Asia Pacific. And, be sure to sign up for her free weekly ezine, "Asia Minute."  To contact Mia Doucet right now, click here.