Phenomenology of Trust Behaviour in China

Experience of Northern European Entrepreneurs

Textbook , 2015 , 118 Pages

Economics - International Economic Relations

The aim of this study is to discover the main cultural issues of building and using trust in China for small Northern European entrepreneur-led companies. The research will focus on Northern European entrepreneurial firms and the entrepreneurs behind them, who are currently or in the past, have been involved with business venturing in China.

Against the mainstream sociological inquiry in cross-cultural trust research, this dissertation adapts the cultural ecology lens deploys the humanistic philosophy, which taken theories from resource, climate and geographic studies to describe the differences in trust making between Chinese and Northern European people. The background literature covers the area of cross-cultural trust concept, traditional Chinese cultural concepts and international entrepreneurship. Using the phenomenological approach of inquiry, this research has examined the first hand experience of 12 Northern European entrepreneurs who have embarked their businesses in China through one-on-one interviews. The results identified the preservation of face, over-estimation of self-competence and problematic relational fit as the main causes of distrust in China; furthermore personal skills such as keeping a low profile and time forbearance are recommended for future western entrepreneurs who want to do business with China; and finally being personal and being vigilance are said to be the combinational method that will make the trust building work in China. The research may also serve as a blueprint for future western entrepreneurs that target to China.

Inhaltsverzeichnis (Table of Contents)

• Chapter 1: Introduction
• 1.1 Background of the Study
• 1.1.1 Statement of the Problem
• 1.1.2 Purpose Statement
• 1.1.3 Scientific Paradigm
• 1.2 Rationale
• 1.2.1 Theoretical Rationale
• 1.2.2 Practical Rationale
• 1.3 Research Questions
• 1.4 Significance of the Study
• 1.4.1 Significance to Northern European Entrepreneurial Companies
• 1.4.2 Significance to the Academic Community
• 1.5 Operational Definition of Terms
• 1.6 Assumptions and Limitations
• 1.6.1 Assumptions
• 1.6.2 Limitations
• 1.7 Chapter Summary
• Chapter 2: Review of Related Literature
• 2.1 The Concept of Trust
• 2.1.1 Business Trust
• 2.1.2 Trust in Cross-cultural Settings
• 2.1.3 Trust in China
• 2.1.4 Trust in Northern European Countries
• 2.1.5 Trust Differences between Chinese and Northern European in Business
• 2.2 Chinese cultural Concepts
• 2.2.1 Taoism and Confucianism in Business
• 2.2.2 Chinese Communist institutional effect
• 2.2.3 "Guanxi" and face as the Chinese Indigenous Concept
• 2.3 International Entrepreneurship
• 2.4 Cross-Cultural Ecology
• 2.5 Chapter Summary
• Chapter 3: Theoretical Framework
• 3.1 Surviving and Thriving Trust in Two Types of Societies
• 3.2 Entrepreneurial Trust Transition Model
• 3.3 Chapter Summary
• Chapter 4: Phenomenological Methodology
• 4.1 Using Phenomenology
• 4.1.1 Phenomenology as Human Science
• 4.1.2 The Philosophical Roots of Phenomenology
• 4.1.3 Phenomenology and the Current Study
• 4.2 Research Protocol
• 4.2.1 Data Analysis Procedure
• 4.2.2 Interviewees Profile
• 4.3 Chapter Summary
• Chapter 5. Empirical Results and Analyzes
• 5.1 Description of the Interviews
• 5.2 Reduction of the Interview Data
• 5.2.1 What are the challenges Northern European entrepreneurs have in building trust in China?
• 5.2.2. What are the competencies/skills needed by Northern European entrepeneurs to bring about successful trust building in China?
• 5.2.3 Which method can be used in building trust in China?
• 5.3 Interpretation
• 5.3.1 Explication of the Northern European entrepreneurs' essential structure of lived experience of trust building in China

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation examines the experience of trust building in China for Northern European entrepreneurs, providing a unique cultural ecology lens to understand the differences in trust formation between these groups. By utilizing a phenomenological approach through one-on-one interviews with entrepreneurs, the study seeks to understand the challenges, competencies, and methods associated with developing trust in the Chinese business context.

• Cultural differences in trust formation between Chinese and Northern European individuals
• The impact of Chinese cultural concepts like "Guanxi" and face on trust building
• The role of cultural ecology in shaping trust behaviors
• Identifying essential skills and methods for successful trust building between Northern European entrepreneurs and their Chinese counterparts
• Understanding the challenges faced by Northern European entrepreneurs when navigating the Chinese business environment

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction: This chapter provides a comprehensive introduction to the study, outlining the problem statement, purpose, and scientific paradigm. It further discusses the theoretical and practical rationale for the research, focusing on the significance of the study for both the academic community and Northern European entrepreneurial companies. Finally, it defines key terms, outlines assumptions and limitations, and presents the research questions.
• Chapter 2: Review of Related Literature: This chapter delves into the existing literature on trust, examining the concept itself, its application in business and cross-cultural settings, and specific considerations for trust in China and Northern European countries. It also explores Chinese cultural concepts like Taoism, Confucianism, and the influence of "Guanxi" and face on business practices. The chapter further investigates international entrepreneurship and the theory of cross-cultural ecology.
• Chapter 3: Theoretical Framework: This chapter presents a theoretical framework for understanding trust behavior in different societies, focusing on the survival and thriving of trust in contrasting cultural environments. It introduces the Entrepreneurial Trust Transition Model as a tool for understanding the dynamics of trust formation in business contexts.
• Chapter 4: Phenomenological Methodology: This chapter explains the research methodology used in the study, focusing on the rationale for using phenomenology as a human science. It outlines the philosophical roots of phenomenology and its specific application in the study. The chapter details the research protocol, including the data analysis procedure and the profile of the interviewees.
• Chapter 5. Empirical Results and Analyzes: This chapter presents the empirical results of the study, describing the interviews conducted with Northern European entrepreneurs. The chapter analyses the challenges faced by these entrepreneurs in building trust in China, identifies the competencies required for successful trust formation, and explores various methods for trust building in the Chinese context.

Schlüsselwörter (Keywords)

This study focuses on cross-cultural trust, specifically examining the trust behavior of Northern European entrepreneurs in China. Key concepts include cultural ecology, phenomenology, "Guanxi", face, and the challenges and competencies associated with building trust in a cross-cultural business environment. The research investigates the practical implications of trust for entrepreneurial success in the Chinese market and contributes to the understanding of trust formation in different cultural contexts.

• Author: Linjie Chou Zanadu (Author)
• Publication Year: 2015
• Pages: 118
• Catalog Number: V538077
• ISBN (eBook): 9783346136664
• ISBN (Book): 9783346136671
• Language: English
• Tags: phenomenology, trust, behaviour, china, experience, northern, european, entrepreneurs