BUILDING STRATEGIC PARTNERSHIP BETWEEN MULTINATIONAL CORPORATIONS AND THEIR CHINESE COUNTERPARTS – A PRELIMINARY SURVEY WITH FOCUS ON EQUITY JOINT VENTURES

This research focuses on several important strategic concerns for multinational corporations (MNCs) which are exploring strategic alliances in the China market. The results suggest that multinational corporations need to assess and re-assess continuously the business conditions in China, in order to understand this market better and be successful in future business dealings with China, a market that still has great growth potential. The significant differences exist between Western MNCs’ executives and their Chinese counterparts. The results also suggest that MNCs should focus on joint venture partners’ marketing capabilities, and bridge the differences between the joint venture partners.