Re-branding of China and Chinese Transformational Leadership to Overcome the Cultural Distance Challenge of Chinese Companies

Antony Federico Muraro & Hasibe Mustafa Salim

Student thesis: Master thesis

Abstract

The overall purpose of this thesis was to identify the effects that the implementation of Chinese transformational leadership behaviors can have upon the differences existing between China and Western countries during internationalization processes of Chinese companies and under the recent Re-Branding of China perspective. More specifically, the aim was to understand whether Chinese transformational leadership behaviors could be accepted by Westerners overcoming the cultural distance as a barrier to internationalization processes of China. Chinese transformational leadership, including the already accepted cross-cultural behaviors of ethical leadership and charismatic/value-based leadership, is seen to be accepted in Western countries during the internationalization of Chinese companies, helping them in creating a common ground of values on which the style is built, i.e. Ancient Confucian philosophy based on humanism, morality and harmony. Furthermore, the growing success of Chinese economy is still blocked by the negative associations, image and reputation the country possesses worldwide in terms of “Made in China” products negative connotations of bad quality and cheap price. What is interesting to note is that the implementations of Chinese transformational leadership behavior can influence and shift the perception of China’s image, giving the nation an additional tool to use to build a stronger brand positioning in the world.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2019
Number of pages205