The cultural barriers to the globalization of Chinese companies
Take the beer industry as an example

ACKNOWLEDGEMENT 2
Abstract 2
Chapter One Introduction 3
Chapter Two Literature review 6
2.1 Conception of culture 7
2.2 Cross culture comparative analysis-China & western world 11
2.3 Cultural differences in management areas 22
2.4 Barriers to the globalization of Chinese companies 24
Chapter Three Methodology 26
3.1 The Object of the Research 26
3.2 Research approach 27
3.3 Methods of data collection 28
3.4 Data analysis 29
Chapter Four Analysis of Characteristics of beer industry 29
3.1 The world market 29
3.2 The Chinese market 29
Chapter Five FINDING 32
5.1 Huge cultural differences 32
5.2 Difficulties for China's companies to go global 40
Chapter Six Discussion 42
6.1 The strategic importance of international marketing 42
6.2 Significant regional characteristics 45
6.3 Advice to managers from China 47
Chapter Seven Conclusion 52

ACKNOWLEDGEMENT
In my research and work on this dissertation I received lots of help from a numerous amount of people whom I am very appreciate with their help and kindness. I would like to thank for all their support. I would like to thank my tutor, William Duncan. He is very kind and patient to help me a lot and support me during the period. Many thanks to manager Zhang Xuejun, Tqingdao Brewery Group, Beijing branch. I would like to thank University College Northampton librarian for talking with them for my dissertation and the use of their facilities. I am especially indebted to my family and friends who put up with my stress and project preparation.

Abstract
With economic globalization and China' s entry into WTO, commercial contacts among various countries are bound to be increasingly substantial. As a result, communication among people who come from different cultural backgrounds will certainly become a universal issue that arouses concern among people in different countries. A great number of international joint ventures have been mushrooming in our country while more and more Chinese companies are going abroad. The fast changing international economic environment brings domestic corporations great business chances and challenges. How to run such kind of corporations' globalization successfully? How to communicate with people from different cultural backgrounds and who come to work with different work-related values effectively? Misunderstanding gives rise to conflict and dispute. Hence, enhancing cross-cultural sensitivity as well as improving cross-cultural communication and cooperation becomes crucially important. It' s not only a topic for anthropologists, sociolinguistists, sociopsychologists to conduct cross-cultural research but also a duty of those who have been engaging in commercial activities or who are going to take career in multinational or international business, no matter what position they are in or will be in, supervisors or subordinates, managers or employees. In short, businesspeople should take pains in learning effective cross-cultural communication skills.
Key words: cultural barriers; globalization; management of conflicts