Building Business Relations with China

Building Business Relations with China

The global impact of changes in the Chinese business landscape is based on geo-political and socio-cultural trends. With the continuing growth and importance of the Chinese economy in mind, we must bridge the differences in cultural and regulatory business practices in order to do business with China.

Strategic Opportunities with Chinese businesses

At a time when Chinese companies are increasing their foreign direct investment in Europe, your organisation needs to be able to make decisions about strategic opportunities to compete or collaborate with Chinese businesses. Get a bird's eye view of Chinese dynamism and Sino-EU cultural dexterity that you can use immediately.

This two-day programme will give you critical insights on macro trends and emerging opportunities, and show you the scope of the cross-cultural competencies that you will need for more productive interactions inside and oustide of China.

Learning objectives

After completing the programme, you will be able to:

  • recognise the influence of Chinese political and socio-economic forces on the Chinese and global business landscape
  • critically evaluate emerging opportunities and how to compete or collaborate with Chinese companies
  • manage cross-border teams based on an understanding of Sino-EU cultural dexterity
  • evaluate cutting-edge Chinese business model innovations and growth strategies.
  • This programme is for mid-career and senior managers in industries that are or are expecting to be B2B and B2C in or with China. For example, organisations acting as a liaison between China and their home country or organisations that are establishing their presence in Greater China or expanding to China. Likely functions include marketing, finance, sales and exports, among others.

  • The Building Business Relations with China programme is led by Dr Ying Zhang. 

    Dr Ying Zhang
    Ying Zhang is associate professor of entrepreneurship and innovation, Chinese economy and business at RSM. She is the RSM associate dean for China business and relations, and the founder of the Erasmus China Business Centre. Her research includes economic transitions and entrepreneurship development at national level, social capital and firms catching up at company level, and entrepreneurial cognition as well as entrepreneurship education at individual level. Ying is also a strategic advisor at Strategic Swiss Partners, and has extensive business experience in and with China.

    Sheena Patel
    Sheena Patel is the founder of wellness company Savsani. With her successes in athletics and years of experience in corporate America, Sheena now aims to help individuals and communities to achieve their goals through a simpler, organic, and holistic approach. She has taught stress management and nutrition courses at MIT, dealt with life-threatening patient care at Massachusetts General Hospital, and founded a registered yoga school. Over the past 12 years, her mission has carried best practices and industry standards which have led to more energised and productive people through innovative wellness solutions for companies, luxury properties and professional athletes.

    Dr Jingyi Liu
    Jingyi Liu is associate professor at the Communication University of China, and advisor at educational programmes worldwide. She has been the Chinese director of Groningen Confucius Institute, research director of Panmedia Institute in China, and has researched media economics and political marketing strategies at Michigan State University. She trains and facilitates cultural intelligence assessment and development in international teams, and helps to bridge education, research and team-building between China and the Netherlands. She launched the Global China Insights journal in 2013 to share knowledge and global perspectives about China. She holds a master in cultural philosophy and a PhD in communication.

  • Dates

    3 - 4 October 2019 > Apply now


    €1,850 (excl. 21% VAT) including course materials, lunches, and snacks. This fee does not include hotel accommodation.
    10% discount for alumni from Erasmus University Rotterdam and RSM. More information about the discount.

    General terms and conditions

    Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.


    The programme takes place in the Bayle building on the Woudestein Campus of Erasmus University Rotterdam. 

    Hotel accommodation

    We recommend Novotel Rotterdam Brainpark Hotel, adjacent to the university and less than five minutes’ walk from campus. Participants benefit from special rates.

  • The programme Building Business Relations with China runs on several dates. Please select the one that suits you most to register: