Corporate Dating : How Swedish companies manage relationships with Chinese customers

The aim of this study is to examine how Swedish companies manage business relationships and cultural barriers with Chinese customers. In order to achieve this, two research questions were formulated. The literature review includes material regarding business- to business relationship management, relationship quality and cultural differences between Chinese- and Swedish business culture. These theories have been combined and a theoretical synthesis model was outlined. The thesis conducts a multiple holistic case study, using a qualitative method and an abductive approach. Five Swedish firms were interviewed and the gathered data is presented in the empirical chapter. This data was later interpreted and compared with the literature review in the analysis chapter. The conclusion of the study is as follows: the case companies manage business relationship with Chinese customers through continuous interaction, learning and adaptation, which generate interorganizational understanding. Furthermore the case companies manage cultural differences through understanding and adaptation. The cultural knowledge and understanding needed for successful business on the Chinese market is dependent on the approach of which contact with Chinese customers is conducted.