San Francisco, CA – Thorburn Associates Principal Lisa Thorburn presented her White Paper entitled China 2020: How China´s Growth and Future Will Impact Business Development in the A/E/C Industry at the 2010 SMPS (Society for Marketing Professional Services) Build Business™ conference in Boston.
The paper, which focuses on strategies for companies in the Architecture, Engineering and Construction (A/E/C) fields, also explores the general business practices and customs of China and provides valuable insight for anyone looking to expand their business in that direction. Thorburn researched a host of A/E/C companies currently working in China as well as drew upon Thorburn Associates’ own global business experience.
“Most people understand that marketing a business in China requires a great deal more preparation and groundwork than in most Western countries,” explains Thorburn, “but few realize how dynamic of an environment it is in China right now.” Many of the skills necessary to succeed in this rapidly growing market are directly transferable to other markets – building trust and developing relationships is one example.
Thorburn put the finishing touches on the White Paper during a recent visit to China for the World’s Fair in Shanghai. “The Olympics in 2008 and Expo 2010 are showing the world that China’s paradigm for doing business with Westerners is changing,” says Thorburn. “I wanted to be able to share the insights we have gained at Thorburn Associates with others.”
Thorburn presented the paper at the SMPS Build Business™ conference in Boston in mid-July. The SMPS Foundation, a non-profit educational collaboration, sponsored the White Paper as part of its annual series of educational sessions and White Papers. The White Paper is available for viewing online at http://www.smps.org/Content/NavigationMenu/Foundation/Research/default.htm
