Die Reputation deutscher Unternehmen in China (English shop)

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A good reputation, a good image plays a fundamental role in China – something German companies have rarely taken into account so far, thereby forgoing valuable potential. This is demonstrated by an empirical study, which leads to practical recommendations for the efficient management of reputation building, followed by qualified employees and increases in profit and turnover.

Reputation is the omnipresent topic in China. The German federal government’s image campaign “Germany and China – Moving Ahead Together”, running until 2010, presents the Western country as an innovative, likeable and also future-proof strong partner of China and promotes the business climate in China. With the 2008 Olympic Games in Beijing and the 2010 World Exposition in Shanghai, China is implementing the largest plan for a sustainably positive change of its national image.

German companies involved in business with China must also engage more intensively with corporate reputation, which is highly significant in China, in order to increase their turnover and market shares or to find qualified employees. An understanding of the effects of the country’s history, its legal system and its political system forms a basis for exploiting valuable potential to increase business success. An empirical study shows that, despite the good reputation of German SMEs and large corporations, there is an urgent need for action and considerable potential for improvement, which entails increases in turnover and profit.

The still positively perceived term “Made in Germany” is offset by considerable deficits, above all in the areas of intercultural competence, customer orientation, guanxi management and management qualities.

In order to enable country-specific and targeted management of corporate reputation, including CSR (Corporate Social Responsibility), recommendations for practice and theory are formulated, and in addition a first model for a China-specific instrument for measuring corporate reputation, the RepTrakChina, is presented.

This work provides first and fundamental research findings in the field of reputation research in China.