Cross-cultural trust building in B2B markets : a communication strategy model derived from Chinese SMEs

Cross-cultural trust building in B2B markets a communication strategy model derived from Chinese SMEs

This thesis examines how a Chinese small and medium-sized enterprise (SME) can build trust with Western clients through culturally informed communication in inter-national B2B settings. Based on a case study of a textile adhesive film supplier, the re-search explores three interconnected dimension...

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Bibliographic Details
Main Author: Lin, Yan
Other Authors: Humanistis-yhteiskuntatieteellinen tiedekunta, Faculty of Humanities and Social Sciences, Kieli- ja viestintätieteiden laitos, Department of Language and Communication Studies, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2025
Subjects:
Intercultural Communication (maisteriohjelma)
Master's Degree Programme in Intercultural Communication
luottamus
kulttuurienvälinen viestintä
viestintä
pienet ja keskisuuret yritykset
yritysmarkkinointi
liike-elämä
kulttuuri
Online Access: https://jyx.jyu.fi/handle/123456789/103562

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