内容简介

　　When the Chinese market opened itself to the outside world，they came，stars in their eyes，from different countries and cultures，hacked by the might of corporations，to seek their fortune in a land they knew little about.What follows is their story，of culture shock and frustration，of competition，challenge，and opportunity，as they built a winning symbiosis with an emerging world power.

　　30 CEOs from the worlds biggest companies speak about their journey in China，and share their money-making secrets with the world.

　　culture shock，frustration，competition，challenge，and opportunity

　　2007 could well go down as the year of paradigm shift for multinationals in China.

　　In March，a single，uniform corporate income tax was set for domestic and foreign-invested enterprises，ending years of preferential tax treatment multinationals and other foreign-invested companies enjoyed.At the same time，the Property Law was enacted，giving equal protection in law to public and private property.These two moves sent out a clear yet powerful message to foreign investors：The country has shifted gears from courting foreign capital at any cost to promoting a favorable investment climate that will automatically draw international investors，who will now have to be content with a level playing field.

　　The reasons for this policy shift are not far to seek.Multinationals today need China as much as China needs them，if not more.The country is already among the top 10 markets for most MNCS while many have drawn up a timetable to make sure that it is among their top 5.For，an MNCS billing in the world market today depends on its performance in China.With the country emerging as the driving force of the world economy，any company that fails to keep pace with the rapidly expanding market here is doomed to lose the race to those who do，and eventually run the risk of losing their exalted global status.

AIRBUS

* Airbus Flies High in Soaring Market——An Interview with Laurence Barton, President of Airbus China

Super Link： 1. Airbus Inks Tianjin Plant Deal

2. Airbus Comes to Tianjin

ALCOA

*Alcoa Looks to Greener Growth in Aluminum——An Interview with Chen Jinya, President for the Asia-Pacific Region of Alcoa

*Full Steam Ahead——An Interview with Bob Larson, President of Alcoa China Rolled Products

Super Link： Alcoa Plans to Quadruple Investment

AREVA

*Reactor Rivalry——An Interview with Arnaud de Bourayne, President of Areva China

Super Link： 1. Areva T&D to Double Capacity

2. Areva Teams Up with Tsinghua for Research

AVON

Hello, Avon——An Interview with SK Kao, President of Avon China

Super Link： 1. Avon Wins First Direct Sales Licence

2. Makeover

BERTELSMANN

*Sellers Block——An Interview with Bryan D. Ellis, President of DirectGroup China

*Star Platers——An Interview with Tim Bowen, CO0 of Sony BMG

Super Link. 1. Bertelsmann to Drive Further into China

2. Booksellers Join Hands

3. Joint Book Venture for Bertelsmann

BCG

* BCG Sees China As a Top Market in Five Years——An Interview with Hans-Paul Burkner, President and CEO of Boston Consulting Group

CANON

Red-Hot Passion——An Interview with Hideki Ozawa, President and CEO of Canon China Canon Chinas Road Map to Success——A Follow-Up Interview with Hideki Ozawa.

Super Link： 1. Snap Happy

2. Local Vendors Hurt

CARREFOUR

*Carrefour Keeps Pace with Expansion——An Interview with Jose Luis Duran, CEO of Carrefour Group

Super Link： 1. Carrefour Opens Flagship Store in Beijing

2. Different Strokes

COCA-COLA

*Coca-Cola Aims to Make China Its Largest Market——An Interview with Doug Jackson, President of Coca-Cola China

Super Link： 1. China to Become Cokes Top Asian Market

2. Coke： Making Corporate History in China

DISNEYLAND

*Magic Middle Kingdom——An Interview with Bill Ernest, Executive Vice-President and

Managing Director of Hong Kong Disneyland Resort

Super Link： 1. Disney： Cash Cow for Dairy Firm

2. Disney Theme Park Awaiting Government Nod

EMC

*Changes in Store——An Interview with Joseph Tucci, Chairman and CEO of EMC

*Hardsell for Software——An Interview with Denis Yip, President of EMC Greater China

ERICSSON

*Networks Remain Key to Growth——An Interview with Carl Henric Svanberg, CEO of Ericsson

*In for the Long Haul——An Interview with Mats H Olsson, President of Ericsson China

Super Link： Western Expansion

ERNST & YOUNG

*Talent Crunch——An Interview with James S Turley, Chairman and CEO of Ernst & Young Global

*New Ernst & Young Chairman Focuses on "People First"——An Interview with David Sun, Chairman & Managing Partner for the Far East Area & China

Super Link： Eleven Business Leaders Honored

FUJITSU

*Fujitsu Chief Takes on Rivals——An Interview with Naoyuki Akikusa, Chairman of Fujitsu

*High Stakes Chips——An Interview with Haruhito Takeda, General Manager of Fujitsu China

Super Link： Fujitsu Eyes Expansion in China Market

GE

*A Sustained Growth——An Interview with Steve Bertamini, Chairman and CEO of GE Northeast Asia

*Rural Health——An Interview with Joe Hogan, CEO of GE Healthcare

Super Link： 1. GE Pushes "Green" Business

2. Medical Checks

HERMES

*Fashion Forward——An Interview with Leo Lui, President of Hermes China

*Watching China——An Interview with Guillaume de Seynes, Chairman of La Montre Hermes and the Executive Vice-President of Hermes International

*The Art of Life——An Interview with Segolene Audras, Managing Director of Hermes China

Super Link： Second Choice

HONEYWELL

*Reductive Reasoning——An Interview with Shane Tedjarati, Vice-President of Honeywell International Inc and CEO of Honeywell China

*Up to the Challenge——An interview with George Ko, General Manager of Honeywell Building Solutions in China

HSBC

* Focus on "Premier" Service——An Interview with Richard Yorke, President and CEO of HSBC Bank （China） Company Ltd

Super Link： 1. HSBC Gets Rural Nod

2. Local Incorporation Boosts Banks

3. HSBC Plans Continued Expansion

4. HSBC to Buy Chinese Bank Share

IBM

*Global Integration——An Interview with D.C. Chien, CEO of IBM China

*Deal in Line with IBMs Strategy——An Interview with Henry Chow, Chairman and CEO of IBM China

Super Link： Technology Giant to Shift Focus to Service

LUFTHASA

*Down to Earth——An Interview with Wolfgang Mayrhuber, CEO and Chairman of Deutsche Lufthansa AG

*Industry Overhaul——An Interview with Hans Schmitz, General Manger, and Chai Weixi, CEO of Ameco Beijing

Super Link： 1. Key Role for Cargo JV

2. Giant Jet Set

MCDONALDS

* Battle of the Bulge——An Interview with Jim Skinner, McDonalds Global CEO

* Will Drive-throus Drive McDonalds Growth?——An Interview with Jeffrey Schwartz, CEO of McDonalds China

……

NCR

NOKIA

P&G

PHILPS

SIEMENS

STARBUKS

TOSHIBA

ENILEVR

VOLKSWAGEN

　　Giants Win

　　In the downstream of the aluminium industry,the problem of over supply is a headache for small and medium-sized aluminium manufacturers,but not for giants.

　　Within the Chinese aluminium flat-rolled products segment,there are many small and medium-sized manufacturers,who mainly target the domestic market.As global counterparts flood into the market,they will have to face severe competition.

　　To ensure unified sourcing quality and standards,multinationals scattered in various industrial sectors bring their global suppliers to China.It is also the case with sectors using aluminium as materials,such as the aerospace and automobile sectors.

　　"Our global position helps us understand the requirements of multinationals moving to China,"says Larson,who believes this will give Alcoa an upper hand,competing effectively with rivals who do not have a global footprint.

　　Asked whether there will be an inevitable trend for consolidation within the downstream sector of the aluminium industry,Larson responds in a diplomatic way："The marketplace will dictate who succeeds in this type of environment and this dynamic is what spurs such things as consolidation and M&As."