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Introduction With one fifth of the world's population, China has the greatest number of consumers in the world. Businessmen in intemational trade will often find themselves dealing with Chinese consumers. Waldie (1980) has warned intemational managers in Hong Kong to examine the cultural differences between Chinese and Westem people in general when making management decisions. An English term can have a different meaning in a Chinese situation. For example, in Westem culture, maturity means "todoi:10.1108/eum0000000005285 fatcat:sz2qhotfqffftc6o76aqkdts2u