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
    Dr Ying Zhang is tenured 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. Dr Ying Zhang 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. She studied at Worcester Polytechnic Institute in the USA, and has developed innovations for work-life balance in corporate settings. With her successes in athletics and years of experience in corporate America, Sheena helps individuals to rejuvenate personal goals through a holistic approach. She also teaches stress management and nutrition courses at Massachusetts Institute of Technology.

    Dr Jingyi Liu
    Dr Jingyi Liu is Chinese director of Groningen Confucius Institute (GCI) and associate professor at the Communication University of China. She holds a master degree in cultural philosophy and a PhD in communication. She was the research director of Panmedia Institute, China’s first media think-tank, and has researched media economics and political marketing strategies at Michigan State University. She advocates, trains and facilitates cultural intelligence (CQ) assessment and development in international teams, and she specialises in Sino-Dutch communication and team-building.

  • 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.

    Cancellation policy

    Cancellation notices must be received by email: The following cancellation fees apply:

    • More than 14 days before the programme’s start date: 25% of the programme fee will be charged
    • Between 14 and 7 days before the programme’s start date:  75% of the programme fee will be charged
    • 7 days or fewer before the programme’s start date: 100% of the programme fee will be charged
    • Cancellations received on or after the programme’s start date: 100% of the programme fee will be charged.


    The participant can be substituted by someone from the same company on the same course without extra costs.

    General terms and conditions

    Please click RSM Executive Education’s general terms and conditions.


    The programmes take place at Rotterdam School of Management, Erasmus University, Bayle Building, Burgemeester Oudlaan 50, Rotterdam.

    Hotel accommodation

    If you require hotel accommodation in Rotterdam, we recommend Novotel Rotterdam Brainpark, adjacent to the university.

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