I am currently working on my thesis proposal, which explores the impact of tradi

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I am currently working on my thesis proposal, which explores the impact of traditional Chinese values, as reflected in management styles, on a Chinese company’s efforts to expand globally. My main research question is: How do traditional Chinese values, reflected in management / leadership styles, impact a Chinese company’s efforts to become a global enterprise?
following the school requirements (University in China) and For the purpose of primary data collection, I have chosen Ningbo Joyson Electronic Corporation, a Chinese company with global subsidiaries, including one in Romania, which was established in 2016. I plan to focus specifically on the cross-cultural management challenges the company faces while expanding globally, with a particular emphasis on its subsidiary in Romania.
I am considering starting by providing some background on Sino-Romanian relations to set the context of business interactions between China and Romania, which might help explain some of the cross-cultural challenges Joyson might face. And even with China accession to the WTO in 2001. I would then explore how the culture at the Chinese headquarters influences or not the subsidiary’s culture in Romania. Maybe some literature review on cross cultural management would be necessary in this direction to understand whether headquarter culture is inherented or not but their regional subsidiaries. Further I plan to examine how Confucian values and maybe collectivist principles in Chinese management may affect the way the company operates abroad. This analysis could be further supported by reviewing existing literature on how Chinese corporate culture is transferred to subsidiaries in different cultural contexts.
To explore the cross-cultural challenges Joyson faces, I was intending to use Hofstede’s cultural dimensions as a framework. I would compare the Romanian business culture with the Chinese business culture, which, as I understand, is deeply rooted in Confucianism and collectivism. This comparison will help me identify the cultural differences that may cause tension or require adaptation in management practices.
Additionally, I was planning to look into other Chinese case studies like Huawei, Alibaba, and Fotile, which have also faced challenges in becoming global players due to cultural differences and issues in managing subsidiaries.
In terms of research methods, I have the opportunity to collect primary data from both the headquarters in China and the Romanian subsidiary. I am still unsure about the best way to gather this data, but I am considering conducting surveys or interviews with managers at both locations to explore their experiences with cross-cultural management. The goal would be to understand how traditional Chinese values are maintained, adapted, or modified in the Romanian subsidiary and how these values affect leadership, communication, and employee relations.
This is just my approach and it’s very brief, and it also might be completely wrong, so that, you can address this as you think it s best to do. I will send a short draft that I started to do and also the thesis proposal format issued by school. Moreover they mentioned we need at least 40 references and as you will see, both foreign research and domestic research (Chinese sources) are required.
We will keep and touch and for any questions I m here.

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