The Little Book Review

Talking with the New Business Dragons
Fast Track to Trading successfully with China by Melville Petrie

Published by Management Books 2000 Ltd ISBN 1852524677 160pp Paperback

Review by Brian Blackburn

It is always a pleasure to review a book by someone who as actually done it! Melville Petrie has spent most of his working life in China and is a recognised authority in doing business in China. This is now a book of our times and bang up to date with crystal clear insights into how to make that huge leap to doing business in China. It is packed with detailed aspects of the language, colloquialisms and idiosyncrasies of China.

Unless you have been there or had to do business in the Fat East it is hard to imagine the myriad cultural differences that can act as barriers to entry to the market and getting that all important breakthrough. Melville has carefully and painstakingly researched and collated key facts that will assist in negotiation and decoding the language and mannerisms in business relations.

Globalisation has shrunk supply chains, eliminated lots of "middle men", and underpinned by the plethora of information available on the World Wide Web has led to real irreversible changes in the balance of production and manufacturing around the world. It is now common to measure the base unit of production in terms of the costs one would obtain from China; hence the continuing shift of manufacturing and some non technical service industries to cheaper sources of production i.e. call centres. As individuals and business owners it is essential to engage with these changes and this is where books like Melville's play a critical part. Part of any market entry by a company should be underpinned by a detailed market review. Part of that review for any international expansion has to include an analysis of the "differences in market conditions".

Melville has that sort of knowledge and has kindly brought a wealth of knowledge together for any would be researcher to glean vital information at a fraction of the cost that could be incurred. Melville carefully and selectively uses real life case examples to highlight some of differences in market conditions present in China. These case studies highlight deep rooted controls and regulations brought about by years of communist and feudal governance which still today manifest themselves in relationships throughout Chinese life, and have to be understood and managed professionally and with courteousness to ensure profitable business relations can be started and crucially maintained.

Chinese personal relations are fundamentally different to the western approach, Melville captures these issues and spells out for the reader the map to avoid the potential minefield of conducting business in China.

A first rate handbook for research, and for the trip to China or for entertaining visiting prospective clients here in the UK.

Available from Management Books 2000 Ltd for £14.99 or less or direct from the writer at this email address.