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The Role of Consulting Companies in Cross-Cultural Communication of Chinese Brands

In: Cross-Cultural Communication of Chinese Brands

Author

Listed:
  • Jingyun Zhang

    (Beijing Technology and Business University)

Abstract

Consulting firms (the article mainly on PR’s consulting firms) play an important role in promoting the enterprises going abroad as well as brand cross-ultural communication, including corporate communications, financial communications, and public affairsm. Chinese domestic consulting firms and overseas firms have their own advantages respectively. When consulting services are involved in international business, Chinese enterprises should pay attention to five aspects: (1) choosing the type of consulting firm according to variety needs of international business; (2) focusing on interest and decision-making orientation; (3) grasp the initiative of choice; (4) familiar with the business characteristics of different consulting firms, and (5) adopting the “consulting supervisor” to control the quality of consulting business when necessary.

Suggested Citation

  • Jingyun Zhang, 2024. "The Role of Consulting Companies in Cross-Cultural Communication of Chinese Brands," Springer Books, in: Cross-Cultural Communication of Chinese Brands, chapter 0, pages 245-261, Springer.
    • Handle: RePEc:spr:sprchp:978-981-97-1371-4_9
    DOI: 10.1007/978-981-97-1371-4_9
    as

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