China CEO: A Case Guide for Business Leaders in China

China CEO – Juan Antonio Fernández

As China became one of the most important markets in the world, multinational companies rushed to establish and expand their operations there. But succeeding in China proved far more challenging than many expected. In China CEO: Voices of Experience from 20 International Business Leaders, Juan Antonio Fernández, a professor at the China Europe International Business School in Shanghai, and journalist Laurie Underwood share insights from executives who learned to navigate this complex environment.

The book is based on in-depth interviews with senior foreign executives who led major companies’ operations in China, along with input from consultants and experts. They speak candidly about the challenges they faced and the lessons they learned, offering practical advice for managers preparing to work in the country.

The book covers a wide range of topics, including understanding Chinese culture and business practices, building relationships and networks, working with government officials, managing and motivating local employees, recruiting and retaining talent, dealing with joint venture partners, protecting intellectual property, adapting products and strategies to Chinese consumers, and managing relationships with headquarters back home. The executives also reflect on the personal side of working in China, including adapting to life there and the qualities needed to succeed.

Rich in real-world examples, the book offers a valuable insider’s perspective on doing business in China.

China CEO is a useful read for executives, managers, entrepreneurs and business students interested in China and international management. Readers should note that the book was published in 2006, and China’s business environment has changed considerably since then.