Leadership
Why Chinese Etiquette Matters for Global Business Success
Understanding Chinese business etiquette builds trust and unlocks global partnerships
Dr Catherine Hua Xiang
Director of the Confucius Institute for Business London and Programme Director for International Relations and Chinese at the London School of Economics
Dr Catherine Hua Xiang is Director of the Confucius Institute for Business London and Programme Director for International Relations and Chinese at the London School of Economics. She is the author of Bridging the Gap: An Introduction to Intercultural Communication with China (LID Publishing, £12.99), shortlisted for the Specialist
Business Book Award at The Business Book Awards 2025.
Business Book Award at The Business Book Awards 2025.
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China is not just a manufacturing destination; it is a market of 1.4 billion consumers and a vital source of investment for British firms.
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