Nestle: Crafting The Art of Goodwill in China
Nanyang Business School, Manchester Business School, China Business Review & IS Chartered Accountant
Many foreign companies acknowledge that creating goodwill is an important part of doing business in China.
It is, however, a tricky balancing act when it comes to execution.
Intuitively, the focus of a foreign company is skewed towards enhancing shareholder value in its joint venture or subsidiary in China. Consequently, creating goodwill to enhance local stakeholder value becomes subordinated as a strategic priority, or is simply overlooked.
Nestlé’s success in crafting the art of goodwill in China offers useful insights on striking a balance between local stakeholder and shareholder value; and how the former can have an accretive effect on the latter.
Click here to download article.
This article was published in the alumni newsletters of Nanyang Business School and Manchester Business School.
An abridged version of this article was also published in:
China Business Review, the official magazine of the US-China Business Council, a non-profit and non-partisan trade association that represents more than 200 American companies doing business in China. Click here for article.
Nanyang Business School Alumni newsletter. Click here for article.
IS Chartered Accountant, the member newsletter of the Institute of Singapore Chartered Accountants. Click here for article.