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Strategies for Winning in China


As the second largest economy on earth and consistently the world's fastest growing market, China is creating huge new opportunities. And even if you are not planning to go to China, Chinese companies are coming to you.

As they "go global", Chinese companies are reshaping the competitive landscape in industry after industry, acquiring companies overseas, investing in foreign projects and partnerships, and redefining and accelerating traditional cycles of innovation and product development. Like it or not, China has become a part of today's business reality that simply can't be ignored.

This programme is designed to help you get inside the heads of Chinese companies as potential competitors, partners, and investors; to understand their strategies, how they will impact your business, and how you can best respond. It will help you reassess the realities of the China market opportunity, the strategies that work, and the pitfalls to avoid.


Building an understanding of successful strategies for the China market and Chinese companies as competitors and potential investors and partners, topics covered in the programme include:

  • Changing opportunities in China's "new normal"
  • Understanding Chinese business mindsets and culture
  • Chinese consumer behaviour
  • Effective business-to-business marketing in China
  • Strategies of Chinese competitors
  • Recognising the "loose bricks" in your defences
  • Accelerated innovation - the next challenge from China
  • Chinese overseas M&A and its implications
  • Lessons from Western companies' successes and failure
  • New partnership opportunities in China and abroad
  • Perspectives from a Chinese executive working in Europe
  • Developing a robust China strategy
Strategies for Winning in China


  • Stay current with the new realities of China. Debunk the myths.
  • Understand what drives Chinese companies as competitors, partners and acquirors 
  • Pinpoint new opportunities and threats for sales, supply and innovation
  • Reassess how best to engage inside China, at home and abroad 
  • Leave with a solid plan of action

This programme counts as one course for those completing the Cambridge Judge Business School General Management Certificate of Achievement. On completing the GMCA you will be eligible to become an associate member of Cambridge Judge Business School's global network of graduates and business-focused University of Cambridge alumni, faculty and staff.

Who should attend

This programme is relevant to CEOs, Strategy Directors, and key functional executives in Finance, R&D, Operations and Human Resources in the wide range of industries where the rise of China and Chinese companies is reshaping global competition and presenting new opportunities and threats to engage as competitors, partners, investors and in M&A.

Faculty & speakers

Peter Williamson

Peter Williamson

Honorary Professor of International Management

PhD (Harvard University)

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Eden Yin

Eden Yin

University Senior Lecturer in Marketing

PhD (University of Southern California)

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Dates & fees

Dates Duration Fees *
2018 dates tbc 2 days £2,300 + VAT

VAT is charged at the prevailing rate, which is currently 20%; e.g. £2,300 + 20% = £2,760.

* Fees include instruction, materials, lunch and breaks. Preferential rates may be available for groups, University of Cambridge alumni and members of the School's Alumni Association. Please note prices pre-registration are subject to change.

For information regarding payment terms, cancellation rights, transfer policies and fees, please see our terms & conditions documents:

Terms & Conditions for Self-funded Applicants (pdf, 226KB) (updated 27 October 2015)
Terms & Conditions for Organisation-funded Applicants (pdf, 243KB) (updated 27 October 2015)

Registration closes at midday two working days before the programme start date.

Participants are expected to attend the full programme.

So much clarity on such a complex topic.
Gilles Sayer, PeaKom
Brilliant and insightful.
Muhammadou M.O. Kah, Zenith Bank - The Gambia

If you have any questions or would like to have a chat about this programme and how it could benefit you or your organisation, please get in touch with the programme advisor:

Nigel Dawson

Senior Open Programme Advisor
Tel: +44 (0)1223 765496

Connect with Nigel on LinkedIn

Access Nigel's profile

Nigel Dawson

Version 3 (24 June 2016)

Register your interest

Dates for 2018 have not yet been confirmed. Register your interest in this programme and we'll let you know when the dates are finalised.

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