Overcoming cultural barriers to capture a market

Abstract

China has gone through an amazing growth spurt over the past 30 years, and with a population of 1.3 billion people, it represents a vast potential market for businesses the world over. Yet, to foreigners, China is Beijing, Shanghai, Guangzhou, Shenzhen, and Hong Kong. In the past, China’s growth has been focused in the coastal cities. Yet, today, this focus is moving inland towards the central plains. As this new wave of growth occurs, and cities and provinces within the central plains look to attract foreign investment to their areas, one tool in some cities’ arsenals is a convention and exhibition center. Such an asset can be used to entice industries to put one foot in the door, by hosting conventions and exhibitions within the city and using the opportunity to show off the value such a city or province can bring to a particular company or industry.